Satisfaction Level of Smart Phone Users

Research Methods in Business & Management

2

BUS302: Research Methods in Business & Management

Satisfaction Level of Smart Phone Users

- Submitted to -

Dr. Azmeri Khan

- Submitted by -

Jawad Mostafa Rashid- 12 10 40 94

Kazi Turin Rahman 12 10 42 44

Md Touhidul Bari 12 10 41 18

- Submission Date -

4th August, 2015

3

Letter of Transmittal

4th August, 2015

Dr. Azmeri Khan

BRAC Business School

BRAC University

Subject: Submission of Research Paper.

Honorable Madam,

With due veneration we, hereby, the members of our group of Research Methodology (BUS302)

submitting before you the assigned research report on ‘Satisfaction Level of Smart phone Users’

based on your instructions.

We are transmitting our research report to your concern and hope that this term paper will meet

your requirements and you will consider it as an outcome of synergism of our group.

In writing this report, we have followed your instructions for term paper writing so as to present

our views and understanding in the easiest way. However, we will be glad to clarify any

discrepancy that may arise.

Thank you.

With best regards

Jawad Mostafa Rashid

Kazi Turin Rahman

Md Touhidul Bari

4

Table of Content

Topics Page

Abstract or Summary 5

Introduction 6

Review of Literature 7

Methods 8

Results 10

Conclusion and Discussion 15

References 16

Appendix 17

5

Abstract

This paper talks about the satisfaction level of the smart phone users. This report also gives an

idea about the market share of the smart phone companies. This report also founds out for which

purpose the device is being used more. The reader of this paper will also find that the importance

of smart phone in day to day life. This paper also reflects the experience of smart phone users.

All the information has numerical value here, so that the user of this report can understand the

report easily and use in various purpose.

The report was made basing on primary survey to collect accurate first hand data.

6

Introduction

This is a modern world. Everything is digitalized now. Smart phones are one of the major

mediums through which life is getting digitalized. In Bangladesh 124,705,000 active mobile user

are there. Among them a huge number is smart phone users. Bangladesh is getting digitalized as

government has given the highest priority on ‘Digital Bangladesh’. Smart phone is one of the

major mediums through which people can get connected with digital world.

Among the smart phone users the students occupy a big portion. They use smart phones not for

talking only but also other issues. They are using it as the alternative of personal computers. This

report is important as the Bangladesh is getting digitalized in a very fast pace and smart phones

are one of the major drivers here to get service in digital ways or making life easier.

7

Review of Literature

In a dynamic and modern era such as this, smart phones have become a vital element of our

lives. The level of dependency and satisfaction we associate with these tiny machines are at an

all-time high. Hence, many researches related to smart phones have been undertaken to

investigate the relationship people have with their smart phones. Park and Lee (2011) analyzed

the effects of the smart phone experience, including phone stress and enjoyment, and device

characteristics on customer satisfaction. They concluded that instant connectivity is an important

factor regarding customer satisfaction. Also, female customers are not satisfied with smart

phones compared to their male counterparts. In another study, Ling et al. (2006) explored users’

preference levels with five new features such as color screen, camera, internet, wireless

connectivity and voice control. They found that satisfaction levels are significantly different

between models with color screen and internet and those without. Furthermore, Kawasaki et al.

(2007) studied the dependence of Thai university and high school students on cellular phones

which was seen to be quite high.

Considering all the information above, we recommend the hypotheses that BRAC University

students are satisfied with their overall smart phone experience.

8

Method

Target Population

Our aim was to study the satisfaction level of all smart phone users in our country. Since that is

beyond our scope, we have reduced the target population to the smart phone users of BRAC

University.

Procedure of Data Collection

The process of collecting data was through online. We created a survey using Google Forms.

The survey comprised of 10 questions with multiple choice answers. The questionnaire was

distributed online via Facebook to all our known contacts. The convenience sampling method

was used and sample size was 53 people.

Response Rate

The response rate was around 89% (53 out of 59 people responded)

List of Variables

The different variables of our study, along with the questions used to obtain the respective data,

have been identified below:

Dependent variable:

Customer satisfaction of smart phone users (Overall are you satisfied with your smart

phone experience?)

Independent variables:

Smart phone brand (Which Brand of smart phone do you use?)

Purpose of using smart phones (For which purpose do you use smart phones the most?)

Importance of smart phones (Smart phones are an important part of our lives. Without it

life would be difficult)

9

Problems while using smart phones (How frequently do you face problems while using

your smart phone?)

Switching smart phone brands (Are you considering switching smart phone brands?)

Daily number of times smart phone is charged (How many times do you have to charge

your smart phone in a day?)

Smart phone as a good alternative to computers (Smart phones are a good alternative to

PCs and Laptops)

Additional accessories improve smart phone experience (Do you think additional

accessories help improve the smart phone experience?)

Suggestions on improvement of smart phones (Please provide some suggestions on how

to improve smart phone experience)

We believe that the data obtained successfully supports our hypotheses that overall smart phone

users of BRAC University are satisfied with their experience. All the data obtained have been

considered without any omissions

10

Results

Following are the results of the analysis that we have conducted about the satisfaction level and

user experience of smart phone by our surveyed users.

Analysis:

1. Which Brand of smart phone do you use?

Figure 1

As per Figure 1 it's evident that majority of the smart phone users prefer using Samsung as it has

the highest usage percentage at almost 40% mainly because of the easy to use UI and the

Android OS, where other users preferred using smart phones like Sony Xperia, Nokia and I

Phone respectively.

11

2. For which purpose do you use smart phones the most?

Figure 2

As per Figure 2 generally the users use smart phones because of browsing over the internet.

Popular social networking sites like Facebook and communication apps like Whatsapp,

Messenger and Viber generally is the reason for such a huge margin of purpose of the users. As

seen 47.2% users use smart phone because of Internet browsing, while general talkng, gaming,

taking pictures come as an added secondary purpose.

3. Smart phones are an important part of our lives. Without it life would be difficult.

Figure 3

As per Figure 3 41% of the users from our survey agreed to the fact that smart phones have

indeed become a part of their lives and it is indeed difficult to cope up without it. 35.8% of the

users strongly agreed to the same.

12

4. How frequently do you face problems using your smart phone?

Figure 4

As per Figure 4 our surveyed users are a bit divided in terms of frequency of the problems they

tend to have while using smart phones. As such 54.7% users feel that the problems are not that

much frequent while 28.3% users do feel they do face some problems using a smart phones from

time to time. The problems include slow interface, hardware and software malfunction and

complex UI.

5. Are you considering switching smart phone brands?

Figure 5

As per Figure 5, about 57% of the users feel that that they don't need to switch brands as they are

overall happy with their smart phone experience while the rest 43% feel that they do need to

change as they feel monotonous in their experience or for other reasons.

13

6. How many times do you have to charge your smart phone in a day?

Figure 6

As per Figure 6, a staggering 66% of our surveyed users feel that charging once a day is enough

to conduct their day to day activities while others like 18.9% and 15.1% users feel that they do

need multiple charges per day for usage.

7. Smart phones are a good alternative to PCs and Laptops

Figure 7

As per Figure 6, the surveyed users are quite divided in their opinion as 24.5% users feel that

they agree about the topic that smart phones are indeed a good alternative to PCs and Laptops

since they are easy to carry and more portable while 28.3% are indifferent or neutral in their

opinion and 26.4% disagree with the statement.

14

8. Do you think accessories help improve the smart phone experience?

Figure 8

As per Figure 8, majority of the people agree that with the help of accessories like applications,

smooth UI aid in improving the smart phone experience. While the others are somewhat

indifferent or disagree.

9. Overall are you satisfied with your smart phone experience?

Figure 9

As per Figure 9, 84.9% people are indeed very much satisfied with their smart phone experience

while 15.1% think that the experience could have been better if some of the shortcomings can be

mitigated or reduced.

15

Recommendations

Following are some of the recommendations or feedback which our sample surveyed users think

should be implemented to better improve their satisfaction and better their user experience.

By giving better endurance of batteries and reducing bug problems

User friendly internet using features need to be developed, especially using mobile internet

data

Increase battery life and stop making the screen so big

More speed and precision

Other recommendations include, better camera features, affordability in price, more authentic

service centers and availability of applications.

Conclusion

We would like to conclude our survey and research by stating that smart phones have indeed

become a monumental means of connection among the users not among the boundaries of a

particular region but all around the world. It has transcended the limitation of only talking but

now has enabled lots of other benefits within the confines of one's own pocket. The satisfaction

of the users are rising exponentially as the days go by as new application and new trends

continue to surge and it will continue to grow in the coming days. Though conducting the

research wasn't a walk in the park either. Time constraints, Lack of users' need to answer the

questionnaire, collecting some of the detailed data were some of the shortcomings that we had to

endure to conduct the research as we didn't get the total responses that we were hoping to get

from the students of BRAC university. As for suggesting what our successor researchers will

investigate, they should determine how much the smart phones can evolve with gradual advent

of technologies and to conduct the research in a larger scale of population. Finally for the readers

who followed our research can better fuel their knowledge about the topic by browsing the

internet and visiting the smart phone dealers in the country as those are the key sources where

they will be able to know more about the present and future of smart phones.

16

References

Kawasaki, N., Tanei, S., Ogata, F., Burapadaja, S., Loetkham, C., Nakamura, T., &Tanada, S.

(2007). Survey on Cellular Phone Usage on Students in Thailand. Journal of Physiological

Anthropology,25(6), 377-382.

Ling, C., Hwang, W., &Salvendy, G. (2006). Diversified users’ satisfaction with advanced

mobile phone features. Universal Access in the Information Society,5(2), 239-249

Park, B., & Lee, K. (2011). A Pilot Study to Analyze the Effects of User Experience and Device

Characteristics on the Customer Satisfaction of Smart phone Users. In Ubiquitous Computing

and Multimedia Applications (Vol. 151, pp. 421-427). Springer Berlin Heidelberg

Quora. (2015). Retrieved August 2, 2015, from Quora: http://www.quora.com/How-many-smart

phone-users-are-in-Bangladesh

Wikipedia. (2014). Retrieved August 2, 2015, from List of countries by number of mobile phones

in use: https://en.wikipedia.org/wiki/List_of_countries_by_number_of_mobile_phones_in_use

17

Appendix

Questionnaire

Satisfaction Level of Smart Phones

This survey is for our Business Research course. Please fill it up accordingly. Thank you

* Required

Which Brand of smart phone do you use?

Samsung

Iphone

HTC

Nokia

Symphony

Walton

Other:

For which purpose do you use smart phones the most?

Talking

Internet Browsing

Texting/Chatting

Gaming

Business or Educational Purpose

Photography

Other:

Smart phones are an important part of our lives. Without it life would be difficult?

Strongly agree

Agree

Neutral

Disagree

Strongly disagree

How frequently do you face problems while using your smart phone?

Problems like hanging, slow interface, etc.

18

Very frequently

Frequently

Not frequently

Not at all

Are you considering switching smart phone brands?

Yes

No

How many times do you have to charge your smart phone in a day?

Once

Twice

More than twice

Smart phones are a good alternative to PCs and Laptops.

Strongly agree

Agree

Neutral

Disagree

Strongly disagree

Do you think additional accessories help improve the smart phone experience?

Accessories such as headphones, power banks, flip covers, etc.

Yes

Somewhat

No

Overall are you satisfied with your smart phone experience?

Yes

No

Please provide some suggestions on how to improve smart phone experience.