Abstract
The mobile phone has helped in expediting business operations. At this moment, Samsung brand is popular and Apple brand is gradually earning popularity in our country. This research work was carried out in Delhi to find out which attributes and what combination of different features of iPhone are best preferred by the customers. The Kano model and the conjoint analysis were used to come out with the strongest drivers of purchasing mobiles. It is necessary for mobile manufacturers to carefully analyse the customer’s need in this direction. It has been found from the study that the iPhone combination with iOS 11, 5.5 inch plus touch screen, 32 GB storage, 2900 mAh battery, 7 MP front camera, 8 MP rear camera and price less than 26,000 is the best preferred combination.
Similar content being viewed by others
References
Andreassen T, Lindestad B (1998) The effect of corporate image in the formation of customer loyalty. J Serv Res 1(1):82–92
Basfirinci C, Mitra A (2015) A cross cultural investigation of airlines service quality through integration of Servqual and the Kano model. J Air Transp Manag 42:239–248
Bayraktar E, Tatoglu E, Turkyilmaz A, Delen D, Zaim S (2012) Measuring the efficiency of customer satisfaction and loyalty for mobile phone brands with DEA. Expert Syst Appl 39(1):99–106
Bibin PB, Hareesh N, Ramanathan (2018) Identifying the best mobile combo tariff plan for professional students—an application of conjoint analysis. Int J Bus Anal Intell 6(2):36–45
Clemes M, Gan C, Zhang D (2010) Customer switching behaviour in the Chinese retail banking industry. Int J Bank Mark 28(7):519–546
Fornell C (1992) A national customer satisfaction barometer: the Swedish Experience. J Mark 56(1):6–21
Fornell C, Johnson M, Anderson E, Cha J, Bryant B (1996) The American customer satisfaction index: nature, purpose, and findings. J Mark 60(4):7–18
Gelenbe E, Gorbil G, Tzovaras D, Liebergeld S, Garcia D, Baltatu M, Lyberopoulos G (2013) NEMESYS: Enhanced Network Security for Seamless Service Provisioning in the Smart Mobile Ecosystem. arXiv preprint arXiv:1305.5483
Green PE, Srinivasan V (1978) Conjoint analysis in consumer research: issues and outlooks. J Consum Res 5:102–123
Green PE, Srinivasan V (1990) Conjoint analysis in marketing research: new developments and directions. J Mark 54(4):3–19
Grigoroudis E, Siskos Y (2002) Preference disaggregation for measuring and analysing customer satisfaction: the MUSA method. Eur J Oper Res 143(1):148–170
Herzberg F, Mausner B, Snyderman BB (1959) The motivation to work. Wiley, New York
Kano N (1984) Attractive quality and must-be quality. Hinshitsu (Quality) 14(2):147–156
Kim E, Lin JS, Sung Y (2013) To App or Not to App: Engaging consumers via Branded Mobile Apps. J Interact Advertising 13(1):53–65
Lin F-H, Tsai S-B, Lee Y-C, Hsiao C-F, Zhou J, Wang J (2017) Empirical research on Kano’s model and customer satisfaction. PLoS ONE 12(9):1–22
Lo SM, Shen HP, Chen JC (2016) An integrated approach to project management using the Kano model and QFD: an empirical case study. Total Qual Manag Bus Excell 12:1–25
Louviere JJ (1988) Conjoint analysis modeling of stated preferences: a review of theory, methods, recent developments and external validity. J Transp Econ Policy 22:12–18
Macro V (1994) Solving marketing problems with conjoint analysis. J Mark Manag 10:37–55
Matzler K, Fuchs M, Schubert AK (2004) Employee satisfaction: does Kano’s model apply? Total Qual Manag 15(9):1179–1198
Qingliang M, Jing D (2018) Future direction and visual analysis of Kano Model. J Serv Sci Manag 11(4):399–413
Ruben H, Garcia L, Guitart T, Ana N, Carballosa (2016) Plackett-Burman design in choice-based conjoint analysis. Int J Mark Res 58(4):12–18
Timmerson HJP (1984) Decompositional multivariate preference models in spatial choice analysis: a review of some recent developments. Prog Hum Geogr 8:189–225
Yeh TM, Chen SH (2014) Integrating refined Kano model, quality function deployment, and grey relational analysis to improve service quality of nursing homes. Hum Factors Ergon Manuf Serv Ind 24(2):172–191
Ze’ev S, Moti Z, Jeffrey K (2017) Field of study choice: using conjoint analysis and clustering. Int J Educ Manag 31(2):179–188
Author information
Authors and Affiliations
Corresponding author
Additional information
Publisher's Note
Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
Rights and permissions
About this article
Cite this article
Choudhury, D.K., Gulati, U. Product attributes based on customer’s perception and their effect on customer satisfaction: the Kano analysis of mobile brands. Decision 47, 49–60 (2020). https://doi.org/10.1007/s40622-020-00233-x
Published:
Issue Date:
DOI: https://doi.org/10.1007/s40622-020-00233-x