Study on the Factors that Favor Satisfaction in the Selection of a Smartphone Brand

Abstract

This study endeavors to explore the predictive impact of trust, reputation, familiarity, cognitive, and affective perceptions on consumer satisfaction in the highly competitive smartphone industry. The huge explosion in the use of mobile technology has triggered an exponential increase in the acquisition of smartphone devices. This type of device is much more than a mobile phone. Through this device, users can access to a great variety of actions in their daily work and personal lives. Users have become increasingly dependent on the smartphone constant flow of information. It is said that users keep their devices no more than 1 meter away, and this is reflected in the fact that their devices are commonly the first objects they touch while waking up and the last before sleeping. Therefore, the role of a smartphone in the users’ lives is of great relevance. Moreover, the strong competition in the smartphone’s industry is a result of the digital transformation that has led to major retailers face the day to day challenge of maintaining or increasing their respective market shares. So, the decision in the selection of the most appropriate device is one that must be analyzed to improve marketing strategies and reach / convince a greater number of consumers.