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Comparison of Customers Perception of Feature and Smart Phone Users Mainly in 20s

  • Kim, Hyun-Jong (Dept. of Logistics & Distribution Management, Gwangju University)
  • Received : 2011.01.20
  • Accepted : 2011.02.10
  • Published : 2011.02.28

Abstract

The property of the mobile phone is taking important role to choose it. In the present situation, exploring, comparing and analyzing the important properties of regular mobile phone(feature phone) and smart phone are very meaningful study. Therefore, the survey was carried out to get the properties of feature phone and smart phone and analyze the difference of those phones. And proposed the important variables for customer satisfaction which must be given priority. The result showed that 'design' and 'Quality' are important to both mobile phone user groups. The problems with mobile phones currently in use were 'poor performance' to feature phone users and 'expensive charge' and 'poor A/S' to smart phone users. Two groups also showed significant difference with the customer satisfactions, and smart phone user group showed higher satisfaction. For smart phone user group, four factors are induced from the properties but 'Hardware Quality' (representing 'call Quality', 'A/S', 'Convenience to use', 'Battery life') and 'Design & Function'(representing 'Internet', 'Convergence Functions', 'Design, 'Color') have significant and positive effects on Customer Satisfaction.

Keywords

Mobile Phone;Smart Phone;Feature Phone;Customer Satisfaction;SEM

Acknowledgement

Supported by : Gwangju University