Value and features drive customer satisfaction in the mobile handset industry
In handsets, customer satisfaction is driven by the discovery of new features that clients have not been aware of previously, says Prof Adré Schreuder, CEO at Consulta, the company responsible for the latest SA Customer Satisfaction Index (SAcsi) for mobile handsets. "In the handset industry marketing campaigns set very high expectations, with the result that consumers expect to find value for their money," reports Schreuder. While he agrees that brands should indeed be setting high expectations, they also need to ensure they are exceeding them – even if only marginally – if they want consumers to be satisfied. Consumers want to feel they’re getting more than they paid for in order to have confidence in their purchase decisions. If the "post-purchase" feeling doesn’t add up to the expectations set by the brand, customer satisfaction will decrease. According to the study, when it comes to mobile handsets Apple iPhone consumers in SA are the most satisfied, despite the brand’s high pr...
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