CUSTOMER SATISFACTION WITH SAMSUNG MOBILE PHONES IN SAUDI ARABIA

Abstract

In recent years, with the continuous improvement of technology and the growing competition in the mobile phone industry, the Smart Phones Market in Saudi Arabia has been rapidly developing in terms of innovation with different versions and brand being introduced. Samsung’s ‘Fast Follower’ innovative strategy as proved to be successful in the last decade. However, even with greater sales in smart phones as compared to one of the market leader and its main competitor apple, Samsung is currently competing mostly on sales rather than innovation because of the couple incidents of the phone blasting off. Therefore this study will look in to customer’s satisfaction with Samsung mobile phones in Saudi Arabia considering whether factors such as: price, perceived quality and brand awareness has influence on the satisfaction level. The same factors influencing satisfaction are examined based on the current research gaps to recommend ways in which Samsung can improve its domination in the mobile industry in Saudi Arabia. The tool used for the analyses and to identify the variable’s loadings and the relationships is SPSS. Before distributing the entire 384 questionnaire, a sample of only 40 questionnaires will be first taken to conduct the pilot test to ensure the feasibility of the questionnaire’s items or constructs, afterwards the final data collection and the proper tests was executed to evaluate the presence and level of relationships between the variables in the study. The results showed that price does not have a significant relationship with customer satisfaction with Samsung mobile phones in Saudi Arabia, whereas perceived quality and brand awareness does and based on that a recommendation was formulated. Moreover, a promotion plan for Samsung mobile phones in Saudi Arabia that focuses on perceived quality and brand awareness produced.