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Product attributes based on customer’s perception and their effect on customer satisfaction: the Kano analysis of mobile brands

Author

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  • D. K. Choudhury

    (Guru Gobind Singh Indraprastha University)

  • Uma Gulati

    (Guru Gobind Singh Indraprastha University)

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.

Suggested Citation

  • D. K. Choudhury & Uma Gulati, 2020. "Product attributes based on customer’s perception and their effect on customer satisfaction: the Kano analysis of mobile brands," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 47(1), pages 49-60, March.
    • Handle: RePEc:spr:decisn:v:47:y:2020:i:1:d:10.1007_s40622-020-00233-x
    DOI: 10.1007/s40622-020-00233-x
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    References listed on IDEAS

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    1. Grigoroudis, E. & Siskos, Y., 2002. "Preference disaggregation for measuring and analysing customer satisfaction: The MUSA method," European Journal of Operational Research, Elsevier, vol. 143(1), pages 148-170, November.
    2. Green, Paul E & Srinivasan, V, 1978. "Conjoint Analysis in Consumer Research: Issues and Outlook," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 5(2), pages 103-123, Se.
    3. Basfirinci, Cigdem & Mitra, Amitava, 2015. "A cross cultural investigation of airlines service quality through integration of Servqual and the Kano model," Journal of Air Transport Management, Elsevier, vol. 42(C), pages 239-248.
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    Cited by:

    1. Huiya Xu & Ha-young Song, 2024. "Key Factors Influencing Chinese Consumers’ Demand for Naturally Dyed Garments: Data Analysis through KJ Method and KANO Model," Sustainability, MDPI, vol. 16(3), pages 1-28, January.

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    More about this item

    Keywords

    Conjoint analysis; Customer preference; Feature; iPhone; Kano model; Mobile phone;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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