samsung

There is no doubt that smart phones dominant in the technology market as people depend on it in their daily lives. Especially in a fast-paced society of that in Singapore, where the demand for smart phones is ever increasing to meet and satisfy new needs of consumers, the high-end smart phone makers are struggling to keep up with such demands.
Samsung has successfully penetrated the market to be one of the leading smart phone brands globally. Known for its cutting edge technology, Samsung is able to keep up with demands of consistently upgrading their products and phone models to push the standards of expectations of consumers in the market today. In order to maintain their position on top, it is imperative for Samsung to remain competitive in the industry so as to move forward and leave competitors as far back in the race as possible. Through the measure of the customer satisfaction level towards Samsung’s smart phones, Samsung will prove if they are indeed a strong and competitive contender in today’s market.

There were two main objectives and key hypotheses going in to this study.
First of which was to understand what are the factors influencing customers’ satisfaction level towards Samsung smart phone. And if the key factor identified are significant to the overall satisfaction of the smart phones.
H1: The level of satisfaction on features is significantly related to the overall satisfaction of a Samsung smart phone.
The Pearson Correlation analysis proved that there was a positive correlation of the satisfaction level on features of the smart phone and its overall satisfaction. Thus, the higher the satisfaction level of the phone’s features, the increase in overall satisfaction of the smart phone.
Next was to analyze if Samsung smart phone users are likely to repurchase Samsung smart phones based on their overall level of satisfaction.
H2: There is a significant relation between the overall customer satisfaction level and customer’s decision making