CHAPTER 1

INTRODUCTION
AND OBJECTIVES

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 INTRODUCTION

What is Consumer Satisfaction?

Customer satisfaction is defined as a measurement that determines how happy

customers are with a company’s products, services, and capabilities. Customer
satisfaction information, including surveys and ratings, can help a company determine
how to best improve or changes its products and services.

An organization’s main focus must be to satisfy its customers. This applies to industrial
firms, retail and wholesale businesses, government bodies, service companies,
nonprofit organizations, and every subgroup within an organization.

There are two important questions to ask when establishing customer satisfaction:

1. Who are the customers?

Customers include anyone the organization supplies with products or

services.

2. What does it take to satisfy them?

Organizations should not assume they know what the customer wants.
Instead, it is important to understand the voice of the customer, using tools
such as customer surveys, focus groups, and polling. Using these tools,
organizations can gain detailed insights as to what their customers want and

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 better tailor their services or products to meet or exceed customer
expectations.

How to measure customer satisfaction?

Customer satisfaction can seem like a vague concept, but there are concrete ways to
measure it. You can source a customer satisfaction score by conducting Customer
Satisfaction surveys. For example, these are typically short, one- to two-question
surveys offered at the end of a business transaction. A classic question is “How
satisfied are you with the product?” with answers ranging from “very satisfied” to
“very unsatisfied.”

Although Customer Satisfaction is one part of customer satisfaction, it is far from the
only measure. Businesses also use Net Promoter Score (NPS) surveys to determine
whether their customers are promoters, detractors, or passives.

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Customer Satisfaction vs. Customer Loyalty

Do not confuse customer satisfaction with customer loyalty. They are intimately
linked, but there is a difference between the two concepts.

Customer satisfaction measures how happy a customer was with a support interaction
or a purchase. Customer loyalty, on the other hand, is an ongoing state. Loyal
customers give a company their repeat business over time. It is not a short-term
measure, but rather a long-term understanding of the health of your customer
relationship.

When you create and maintain a customer experience that resonates with buyers,
customers return again and again. Ensuring high customer satisfaction in the short term
is a key component of gaining that long-term customer loyalty.

Why is customer satisfaction important?

Customer satisfaction is important because it means your customer base likes what
you are doing. Research shows that customer satisfaction leads to greater customer
retention, higher lifetime value and a stronger brand reputation.

1. It drives customer loyalty

Satisfied customers tend to share their positive experiences with friends and family.
But the opposite is also true: An unhappy customer tells more people about their
negative experiences than a happy customer does.

Social media makes social proof more powerful than ever before, with 79 percent of
people in the United States using social media to connect and share their experiences.
Today, a customer can easily share feedback on a bad experience with millions of
people with a single click (so make sure that review is going to be a positive one).

You are more likely to gain positive referrals if you use customer feedback to prioritise
top-of-the-line service. For example, reports found that 89 percent of people think
quick responses are important when deciding which company to buy from. If you want

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to improve your company’s response time to support that data, you might incorporate
AI technology, like our AI-powered Answer Bot, to send prompt responses.

2. Customer satisfaction metrics reflect your support team's performance

Customer satisfaction benchmarks and metrics do not just help you gauge how happy
your audience is—they also tell you how your support team is doing. Use a variety of
team metrics to understand customer satisfaction levels:

• Your support team’s initial response time: In our customer experience report,
the most frustrating part of bad service was long waiting times. Faster support
team response times not only lower customer frustration, but also give you a
measure of your team’s speed and efficiency.

• The length of time it takes your team to resolve a customer issue: If it is taking
your team hours to resolve issues that could be dealt with quickly, it might be
time to tweak your internal processes. Do not just strive to respond quickly—
resolve quickly, too.

• How many times a ticket or call required a transfer to find a resolution: Few
things are more frustrating than having to wait to be transferred to a new agent
and repeat your issue to get your request completed. If transfer occurrence
drops, customer satisfaction should rise.

Considering our study found that the aspect for good customer service was quick issue
resolution, your team’s efficiency in these areas says a lot about customer satisfaction.
Our built-in analytics function is a great way to observe how well your support team
serves customers historically and in real time. With the help of AI, teams can
even predict customer satisfaction during a conversation before a customer takes a
survey.

3. It encourages repeat purchases

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A satisfied customer is a loyal customer, who will stick with your company year after
year. So, how do you get those repeat customers? By hitting your customer support
efforts out of the park. Some trends reports agree: 57 percent of consumers say
excellent customer service is a factor in their brand loyalty.

How do you know if your customer service is driving customer loyalty? There are two
different ways to answer this question. The first is to directly poll customers using
a net promoter score survey, or to ask questions like:

• “Would you speak to your friend about our brand?”

• “How often do you speak to your friends about our brand?”

These questions can shed some light on customers’ likelihood of being brand
ambassadors.

The second method is to observe customer behaviour. For example, you can
track repeat purchases with loyalty programs and referral posts for your business on
social media. Reading conversations in your community forum can also give your
insight into how customers feel about their experience with your product or service.

4. It increases customer lifetime value

75 percent of customers are willing to spend more to buy from companies that give
them a good customer experience, according to Trends Report. Satisfied customers are
not only more likely to remain loyal and less likely to churn, they are also more likely
to spend more money with your business.

5. It boosts new customer acquisition

At the onset of the pandemic, companies with the most satisfied customers were also
3.3x more likely to have grown their customer bases. Customer service is not just
important for supporting existing customers, it is also key to bringing in potential
customers and supporting them when they reach out. If a prospect does not have a
positive experience when they interact with your support team, they will be less likely
to purchase. The main difference between service today and service 10 years ago is

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that customers expect premium service to be built-in from the first sales or marketing
interaction and carry through to the moment they ask for help, post-purchase and back
again. To position themselves for success, businesses must integrate service into the
journey at every interaction point.

How do you achieve customer satisfaction?

The benefits of focusing on customer satisfaction are clear. But actually, making
customers happy can take some trial and error. The key is persistence. Always aim to
go above and beyond for customers, and lean on other departments to help boost your
customer experience.

1. Become obsessed with customer feedback

Become a student of your customer feedback. Do not just collect it: Analyse it and
apply it to what your customers are saying. Commit to learning about buyers’ pain
points and then make a plan to alleviate them in ways that set you apart from
competitors. A great way to do this is to use Zendesk’s feedback feature. The tool
includes analytics for agent performance and customer surveys, so you can study
complaints and compliments regarding your services.

Even without a CRM like Zendesk, you can still keep close tabs on customer feedback.
Social media and online review boards are especially good places to monitor buyer
attitudes. Search for mentions of your brand name or your dedicated hashtags on social
sites to see what people are saying.

2. Create a sense of convenience

The most successful physical stores are all about buyer convenience. Customers enjoy
places with flexible hours that fit their schedules. Think of the success Walmart, 24-
hour drug stores and gas stations have with that model. We are also more likely to shop
at places close to us.

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To build the same sense of convenience as a brick-and-mortar store online, you need
to have a digital presence on the platforms and services your customers already use.
Use SEO-optimised blog posts and social content to be front and centre in Google
searches and social media feeds. And make a point to be easily accessible for support
questions on your customers’ channels of choice.

Offering support via messaging apps (like WhatsApp, Twitter and Facebook) helps
businesses create that same sense of 24-hour availability. These are the same channels
customers use to interact with friends and family, so it gives you a chance to meet them
where they already are. You should also offer opportunities for customers to help
themselves. Many customers prefer the hands-off convenience of a knowledge base,
where they can search for information without having to interact with customer support
reps.

3. Deliver fast responses

In Trends Report, we asked customers what matters most to them when resolving an
issue with a company. 73 percent said "they resolve my issue quickly" and 59 percent
said "they respond quickly." In a constantly connected world, customers do not want
to have to wait a day or even more than a few hours, for a response. Here are some tips
for delivering faster responses:

• Pre-written responses ensure agents do not have to write common answers

repeatedly.

• Messaging channels enable agents to help more customers at once because they
are asynchronous. In fact, support teams that have the fastest resolution times
are 42 percent more likely to be messaging with their customers.

• AI-powered bots can intercept would-be tickets when agents are off the clock.

• Bots can also gather details upfront, such as city or account type, before an
agent takes over.

4. Make customer satisfaction a company-wide focus

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To improve overall customer satisfaction, you have to put time and effort into a
business strategy that puts customers first.

Using a tool like the balanced scorecard is a great first step. The balanced scorecard
guides companies in thinking about their operations from four different perspectives:

• Financial

• Internal business

• Customer

• Innovation and learning

It also helps companies consider how all their activities are working toward the goal
of high customer satisfaction. The balanced scorecard is just one way to incorporate
customer satisfaction into company goals. You can (and should) incorporate customer
satisfaction into your company mission and value proposition, too. That keeps it top-
of-mind with every employee, regardless of their position.

5. Lead with empathy

If there is one thing the pandemic taught us, it’s that empathy is an essential skill for
support professionals— it is even more valuable than customer service experience. In
fact, nearly half of customers want to interact with an empathetic customer service
representative. Support leaders can provide empathy training, but it is also a good idea
to hire support reps who can already put themselves in an angry customer’s shoes and
communicate that understanding to the customer. Businesses might also consider
allowing agents to make exceptions to certain policies in situations that require
empathy.

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 OBJECTIVES

The objective of this study is to examine various factors, challenges and opportunities
regarding consumer satisfaction and feedback of Apple and Samsung and find out
suggestion and recommendations for better performance in the market.

1. Evaluate Consumer Perceptions: Understand how consumers perceive

each brand in terms of product quality, design, pricing, and customer
service. Gather feedback on specific products, such as iPhones,
MacBooks, Galaxy smartphones, and Samsung TVs.
2. Assess Brand Loyalty and Satisfaction: Measure the level of brand
loyalty among Apple and Samsung users. Determine factors that
contribute to high satisfaction rates or areas of dissatisfaction.
3. Identify Strengths and Weaknesses: Analyze the strengths and
weaknesses of each brand based on consumer feedback. Identify
common themes or recurring issues mentioned by consumers.
4. Compare Ecosystem Satisfaction: Compare consumer satisfaction with
Apple's ecosystem (iOS, macOS, iCloud) and Samsung's ecosystem
(Galaxy devices, SmartThings). Evaluate how ecosystem integration
impacts overall satisfaction and loyalty.
5. Examine Pricing Perception: Assess how pricing influences consumer
perceptions of value for money. Determine if price points align with
consumer expectations and willingness to pay.
6. Explore Product Specifics: Focus on specific products such as flagship
smartphones, laptops (MacBook Pro, Samsung Galaxy Book), and
wearables (Apple Watch, Samsung Galaxy Watch). Evaluate consumer
feedback on features, performance, and usability of these products.

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 CHAPTER 2
LITERATURE
REVIEW,
SWOT ANALYSIS

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 LITERATURE REVIEW

A STUDY ON CUSOMER SATISFACTION ON APPLE I PHONE By MYTHILY .

D

Apple Inc. is an American multinational technology company headquartered in

Cupertino, California, that designs, develops, and sells consumer electronics,
computer software, and online services. The company's hardware products include the
iPhone smartphone, the iPad tablet computer, the Mac personal computer, the iPod
portable media player, the Apple Watch smartwatch, the Apple TV digital media
player, and the HomePod smart speaker. Apple's software includes the macOS and iOS
operating systems, the iTunes media player, the Safari web browser, and the iLife and
iWork creativity and productivity suites, as well as professional applications like Final
Cut Pro, Logic Pro, and Xcode. Its online services include the iTunes Store, the iOS
App Store and Mac App Store, Apple Music, and iCloud. Apple was founded by Steve
Jobs, Steve Wozniak, and Ronald Wayne in April 1976 to develop and sell Wozniak's
Apple I personal computer. It was incorporated as Apple Computer, Inc., in January
1977, and sales of its computers, including the Apple II, grew quickly. Within a few
years, Jobs and Wozniak had hired a staff of computer designers and had a production
line. Apple went public in 1980 to instant financial success. Over the next few years,
Apple shipped new computers featuring innovative graphical user interfaces, such as
the original Macintosh in 1984, and Apple's marketing commercials for its products
received widespread critical acclaim. However, the high price tag of its products and
limited software titles caused problems, as did power struggles between executives at
the company. In 1985, Wozniak stepped away from Apple, while Jobs resigned and
founded a new company — NeXT — with former Apple employees. The Performance
of iPhone The Performance of iPhone is the highlight for a buyer to choose the phone
with their lifestyle that important about a decision for overall when customer looking
for product and service.

According to Chen and Yang (2012, customer can select the performance of the
product, including product, price, networks, system, and design, etc. To support
consider decision-making when customers purchase a product or service. In our
research concern by four sentences:

• iPhone made by excellent materials that make user can use its effectively.

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• I felt satisfied with the features of the iPhone.

• I felt satisfied with ease of use of iPhone.

• I felt satisfied with the online support and iServices.

• I felt satisfied with the options of iPhone.

The behaviour intention as report by Nyadzayo and Khajehzadeh (2016), when the
company develop their product and maintain their quality, then the customer will be
loyalty and know more about the product and the company.

In addition, customer who has good experience of the performance of product and
service they will be more loyalty. In definition, loyalty is faithfulness to commit for
long or short term that the vision in the organization for product and service to maintain
high quality and development in the future. A study by Kim, Wong, Chang, and Park
(2016), customers can make suggestions to other people.

Apple Inc is one of the top brands in the electronics market. For that reason, marketing
studies have been conducted by various scholars to help understand factors that have
enabled it to achieve such massive success over the past five decades. The company’s
most profitable and globally popular product is the iPhone. It is necessary to review
studies on iPhone customer satisfaction. Some of these studies have been conducted
based on the markets of North and South America, Europe, and parts of Asia. The
analysis will help understand how this company has performed in other markets
outside the United Arab Emirates. It will also be necessary to compare findings in
these studies with information that will be obtained from the primary sources.

Sharma (2018) conducted research titled “A study of consumer perception while

purchasing apple products with special reference to Malwa region (Punjab)”. The
researcher found out that in most cases customers buy goods because of the benefits
and value that they attach to their attributes. When they get benefits from the products
that they purchase, they will be satisfied. The top management unit of Apple Inc
understands this fact and has been keen on defining specific attributes of the iPhone
based on the benefits and value to its clients. The company has consistently been
ranked as one of the top innovative firms, and its iPhone is classified as the best by
global customers because of these unique attributes. The company has embraced an
outward-in approach to developing new products (Sharma, 2018). In this strategy, the

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management conducts extensive research to understand the market needs before
developing products that meet or exceed these needs.

Badran and Al-Haddad (2018) conducted a study titled “The impact of software user
experience on customer satisfaction.” The research found out that although customers
often prefer handheld devices with attractive physical attributes, the software
experience often defines their level of satisfaction. The physical appearance may be
appealing and may convince a customer to purchase an item, but they always wait until
they start using it to state whether they are satisfied with the product (Badran & Al-
Haddad, 2018). They conducted a comparative analysis of the software user
experience of some of the major smartphone brands such as Samsung, LG, Motorola,
Sony, Blackberry, and iPhone. Their investigation revealed that an overwhelming
majority of the respondents consider the software user experience for iPhone to be
superior to the other smartphone brands in the market. Even most of those who are
using other brands believe that iPhone is superior and that they are not using it because
of its high price. They found out that iPhones have earned a reputation as a unique
smartphone with software that meets and sometimes exceeds their expectations.

Ejikeme et al. (2016) conducted a study that focused on explaining the correlation
between customer satisfaction and culture. In their project, the researchers found out
that there is a close relationship between the two variables. For a firm to satisfy the
needs of its customers, it must first understand the local culture and how it affects
buyers’ decisions. Customers often purchase commodities in line with cultural beliefs
and practices (Ejikeme et al., 2016). As such, when they realize that a specific product
goes against their beliefs, they are less likely to become loyal customers. The
management of Apple Inc is aware of this fact and has been keen on designing
customer management strategies based on these cultural practices. Although the item
sold to the global market is the same, the iPhone, marketing strategies differ from one
market to another based on local cultural practices and beliefs. This strategy has
enabled this company to meet the expectations of its customers.

Moslehpour and Nguyen (2014) conducted another study entitled “The influence of
perceived brand quality and perceived brand prestige on purchase likelihood of iPhone
and HTC mobile phone in Taiwan”. The researchers were primarily concerned with a
comparative analysis of the perception of customers towards the value that they assign

14
to various smartphone brands. The analysis was narrowed to two brands, HTC and
iPhone. Respondents were asked to state which of the two mobile phone brands they
consider more prestigious and are more likely to buy when they can do so. The
outcome of the study showed that an overwhelming majority of the respondents view
iPhone to be more prestigious than HTC. They considered HTC more affordable than
iPhone, but given the opportunity to choose any of the two brands, they would prefer
iPhone (Moslehpour & Nguyen 2014). It was important to note that even those who
have never used iPhone view it to be more superior to other brands because of the
perception that has been created in the market. The outcome indicated that customers’
belief in a firm’s quality is a critical factor when defining customer satisfaction.
Sometimes two brands may be offering the same quality in terms of the service
delivered. However, in most cases, the perception that customers have towards a given
brand will define their level of satisfaction when consuming a product.

A study by Dunuwille and Pathmini (2016) focused on customer satisfaction and how
it is affected by the brand image in the smartphone market. They wanted to determine
if there is any relationship between a product’s brand and the satisfaction that
customers get from it. Perceived quality, brand awareness, brand association, and
brand loyalty were the four major dimensions that the project focused on in their
comparative analysis (Dunuwille & Pathmini, 2016). The study found out that there is
a direct relationship between brand image and customer satisfaction. Besides the value
that customers get from products that they

15
A STUDY ON CUSTOMER SATISFACTION TOWARDS SAMSUNG MOBILE By Nithiya.S,
Nithiyasri.K, Parkavi.G, Priyadharshini.S and Mr. Kandhavel.A Corresponding author PG &
Research Department of Commerce Theivanai Ammal College for Women (Autonomous)
Villupuram, Tamil Nādu, India

The mobile manufacturing companies are growing rapidly and introducing new
models with latest technologies to the society. Consumers are aware of the recent
facilities available in the mobile phones in different companies and also the prices of
mobiles. Communication plays a key role in day today life. The technological
developments in the fields of telecommunication have reached a new height in recent
times. These developments are aimed to provide the customers with new services to
meet various requirements based on their utilization for their benefit. Mobile phones
today have moved beyond their fundamental role of communications and have
graduated to become an extension of the persona of user. Customers are witnessing an
era when users buy mobile phones not just to be in touch, but to express themselves,
their attitude, feelings and interests. Customers continuously want more facilities from
their phone. Satisfied customers are the greatest assets of a firm brands. This study
gives more clarification about the competition and competitors. This study focused on
“Customer satisfaction towards Samsung mobile products".

Das (2018), used survey approach to conduct empirical study on what variables
influence the purchasing decisions of young customers in the coastal areas of Odisha,
India, when it comes to mobile handsets. The survey found that among young
customers, women, college graduates, students, and city dwellers all had a strong
preference for handsets that combined a reputable brand name with sleek design,
innovative value-added capabilities, and a pleasant user experience.

Saif (2019), examined the variables that influence Pakistani customers' choosing of a
mobile phone. According to the findings, consumers place a high premium on cutting-
edge technology, which not only functions as a driving factor when deciding to buy a
new smartphone but also acts as a key differentiation between competing models.

Rahman Vahid Tajzadeh Namin Aidin (2020), found that consumers' decisions on
which brands to purchase were affected by factors such as household income, exposure
to advertising, and level of education. According to the results, there is a link between
consumers' perceptions of brands, companies, and the products they choose to use
(specifically, mobile phones). There was also no correlation between unmediated or

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mediated decision making and product preference. For most people, having a family
is what makes them want to get a cell phone.

Pakola Petal (2021), made an effort to probe the motivations behind cellular phone
purchases by consumers. Price and features were found to be the most influencing
variables in the acquisition of another cell phone, while cost, sound quality, and
suggestions from companions were viewed as the most critical in selecting a mobile
service provider.

The Customer satisfaction and image of a business are vital to its success. Customer
satisfaction is the key for the success of every business. If a company was to succeed,
it must win the hearts and minds of its customers. Customer satisfaction depends on
the product’s actual performance in relation to buyer’s expectations. Brand is a name,
term, design, symbol or others features that distinguishes one seller’s products from
others.

The Project is a Experience on “A study on Customer Satisfaction Towards the Mobile

products on Samsung Brand with Competitor's brand". Samsung is a well-organized
and reputed brand in the Mobile Industry. Samsung brand is known become a family
mobile company in both urban areas and Rural Areas. They never compromise quality
of products for nothing. People purchase brand Products trust them in quality. Quality
products are the highlight of Samsung brand. All customers are satisfied with after sale
service of Samsung Mobile Brand.

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 SWOT ANALYSIS

A SWOT analysis for consumer satisfaction and feedback on Apple and Samsung
can provide insights into their respective strengths, weaknesses, opportunities, and
threats in this aspect.

Apple

• Strengths:
1. Brand Loyalty: Apple has a dedicated fan base known for its strong brand
loyalty, often leading to high satisfaction rates.
2. Innovative Products: Known for innovative design and user-friendly interfaces,
which contribute to positive feedback from consumers.
3. Customer Service: Apple offers excellent customer service through its Apple
Stores and online support, enhancing consumer satisfaction.
4. Ecosystem Integration: The seamless integration of Apple products within its
ecosystem, such as iCloud and continuity features, enhances user experience
and satisfaction.
• Weaknesses:
1. High Prices: Apple's premium pricing may deter some consumers, leading to
dissatisfaction among price-sensitive segments.
2. Limited Customization: Some consumers may find Apple's closed ecosystem
limiting in terms of customization compared to other brands.
3. Battery Life: Complaints about battery life in some iPhone models have been
raised, affecting consumer satisfaction.
4. Product Dependency: Since Apple products work best within the Apple
ecosystem, consumers may feel locked in once they invest in one product.
• Opportunities:
1. Expansion into Emerging Markets: Apple can tap into growing markets like
India and other emerging economies to increase its consumer base.
2. Service Offerings: Expanding services such as Apple Music, Apple TV+, and
Apple Arcade can enhance consumer satisfaction and loyalty.
3. Innovation in Wearables: Apple can continue to innovate in wearables like the
Apple Watch, catering to a growing market segment.
4. Environmental Initiatives: Green initiatives and sustainability efforts can
appeal to environmentally conscious consumers, boosting satisfaction.

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• Threats:
1. Competition: Intense competition from Android manufacturers like Samsung
and Huawei poses a threat to Apple's market share and consumer satisfaction.
2. Supply Chain Disruptions: Any disruptions in the supply chain, as seen during
the COVID-19 pandemic, can lead to delays and dissatisfaction among
consumers.
3. Changing Consumer Preferences: Shifts in consumer preferences towards
more affordable or feature-rich alternatives can impact Apple's satisfaction
rates.
4. Legal Challenges: Ongoing legal battles, such as those related to antitrust
issues or patent disputes, can affect consumer perception of the brand.

Samsung

• Strengths:
1. Product Range: Samsung offers a wide range of products from budget to
premium, catering to diverse consumer needs and preferences.
2. Innovative Features: Like Apple, Samsung is known for innovation, offering
features such as foldable phones and high-quality displays.
3. Customization: Android's open ecosystem allows for greater customization,
appealing to users who value flexibility.
4. After-Sales Service: Samsung has an extensive network of service centers
globally, providing good after-sales support.
• Weaknesses:
1. Software Updates: Timely software updates can be an issue for some Samsung
users, affecting satisfaction.
2. Brand Perception: While Samsung is a major player, some consumers still
perceive it as less premium compared to Apple.
3. Quality Control: Reports of issues like screen burn-ins or hardware problems
have been noted in some Samsung devices, impacting satisfaction.
4. Bloatware: Some consumers find Samsung's pre-installed apps (bloatware)
unnecessary, which can lead to dissatisfaction.

• Opportunities:

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 1. 5G Expansion: Samsung can capitalize on the 5G rollout by offering more 5G-
compatible devices, meeting consumer demand for faster connectivity.
2. Focus on Mid-Range: Growing demand for mid-range smartphones presents
an opportunity for Samsung to strengthen its offerings in this segment.
3. Internet of Things (IoT): Samsung's ecosystem includes smart home devices;
expanding IoT integration can enhance consumer satisfaction.
4. Enhanced Customer Experience: Continued investment in user experience,
such as improved UI/UX and software updates, can boost satisfaction.
• Threats:
1. Competition: Intense competition from Apple and other Android
manufacturers poses a threat to Samsung's market share and consumer
satisfaction.
2. Supply Chain Challenges: Similar to Apple, disruptions in the supply chain can
lead to delays and dissatisfaction among consumers.
3. Data Security Concerns: With increasing reliance on digital services, data
security breaches can erode consumer trust and satisfaction.
4. Trade Restrictions: Trade restrictions or geopolitical tensions can impact
Samsung's ability to reach certain markets, affecting consumer satisfaction.

This SWOT analysis provides a snapshot of the consumer satisfaction and feedback
landscape for Apple and Samsung, highlighting areas where each company excels and
where they face challenges.

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 CHAPTER 3
ANALYSIS OF THE
DATA

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Question 1: What age group do you belong to?

Interpretation

1. Majority of the responses belong to 18-24 age group.

2. 5.6% responses belong to 25-34 age group.
3. 5.6% responses belong to 35-44 age group.
4. 5.6% responses belong to under 18 age group.

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Question 2: Do you own any Apple product?

Interpretation

1. 83.3% of responses own iPhone.

2. 16.7% of responses own iPad.
3. 27.8% of responses own MacBook.
4. 33.3% of responses own apple watch.
5. 44.4% of responses own airpods.
6. 5.6% of responses do not own any apple product.

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Question 3: How satisfied are you with the performance of your Apple products?

Interpretation

1. 41.2% of responses claimed that they are satisfied with the performance
of their apple products.
2. 58.8% of responses claimed that they are very satisfied with the
performance of their apple products.

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Question 4: How likely are you to recommend Apple products to others?

Interpretation

5. 41.2% responses claim that they are likely to recommend apple

products to others.
6. 58.8% responses claim that they are very likely to recommend apple
products to others.

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Question 5: Do you own any Samsung products?

Interpretation

1. 27.8% of responses own Samsung smartphones.

2. 11.1% of responses own Samsung tablet.
3. 16.7% of responses own Samsung smart TV.
4. 16.7% of responses own Samsung earbuds.
5. Rest of responses do not own any Samsung product.

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Question 6: How satisfied are you with the performance of your Samsung
products?

Interpretation

1. 70.6% of responses are satisfied with the performance of their Samsung

products.
2. 11.8% of responses are neutrally satisfied with the performance of their
Samsung products.
3. 11.8% of responses are very satisfied with the performance of their
Samsung products.
4. 5.9% of responses are very dissatisfied with the performance of their
Samsung products.

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Question 7: How likely are you to recommend Samsung products to others?

Interpretation

1. 47.1% of responses are likely to recommend Samsung products to others.

2. 35.3% of responses are neutral about recommending Samsung products to
others.
3. 5.9% of responses are very likely to recommend Samsung products to others.
4. 5.9% of responses are unlikely to recommend Samsung products to others.
5. 5.9% of responses are very unlikely to recommend Samsung products to others.

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Question 8: If you own both Apple and Samsung products, please compare the two
in terms of:

a. Design

Interpretation

1. 55.6% of responses chose Apple in terms of design.

2. 33.3% of responses chose Samsung in terms of design.
3. 55.6% of responses chose both Apple and Samsung in terms of design.

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Question 9: If you own both Apple and Samsung products, please compare the
two in terms of:

b. Performance

Interpretation

1. 72.2% of responses chose Apple in terms of performance.

2. 22.2% of responses chose Samsung in terms of performance.
3. 5.6% of responses chose both Apple and Samsung in terms of performance.

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Question 10: If you own both Apple and Samsung products, please compare the
two in terms of:

c. Customer Service

Interpretation

1. 50% of responses chose Apple in terms of Customer Service.

2. 22.2% of responses chose Samsung in terms of Customer Service.
3. 27.8% of responses chose both Apple and Samsung in terms of Customer
Service.

31
Question 11: If you own both Apple and Samsung products, please compare the
two in terms of:

d. Value for Money

Interpretation

1. 44.4% of responses Apple in terms of value for money.

2. 11.1% of responses chose both Apple and Samsung in terms of value for
money.
3. 44.4% of responses chose both Apple and Samsung in terms of value for
money.

32
 CHAPTER 4
FINDINGS,
SUGGESTIONS
AND
RECOMMENDATIONS

33
 FINDINGS

• Apple

1. High Satisfaction Rates: Apple consistently ranks high in customer satisfaction

surveys for its products, particularly iPhones and MacBooks. The ease of use,
design, and ecosystem integration are often cited as reasons for high
satisfaction.
2. Brand Loyalty: Apple enjoys a strong base of loyal customers who often
upgrade to newer models, indicating satisfaction with the brand. A survey by
451 Research found that 84% of iPhone owners were "somewhat" or
"extremely" satisfied with their device (as of 2021).
3. Customer Service: Apple's customer service, including support at Apple Stores
and online, receives positive feedback from consumers. The Apple Support app
has a high rating on app stores, reflecting good customer experiences with
support services.

• Samsung

1. Diverse Product Range: Samsung's extensive range of products, from budget-

friendly to premium devices, appeals to a wide range of consumers. Users
appreciate the variety and options available in Samsung's lineup.
2. Innovative Features: Samsung's Galaxy series often introduces innovative
features like foldable displays and advanced camera systems. These features
garner positive feedback and attract consumers looking for cutting-edge
technology.
3. Value for Money: Samsung's mid-range and budget devices offer good value
for money, attracting consumers who prioritize affordability without
compromising quality.

34
 SUGGESTIONS AND RECOMMENDATIONS

• Apple

1. Diversify Pricing: Introduce more budget-friendly options or payment plans to

make Apple products accessible to a broader range of consumers. Offer
discounts or trade-in programs to encourage upgrades.
2. Enhanced Customization: Provide more customization options within iOS to
cater to diverse user preferences. Allow users to personalize their devices with
themes, widgets, and icon customization.
3. Improved Battery Life: Invest in battery technology to improve the longevity
and performance of iPhone batteries. Optimize software to reduce battery drain
without compromising performance.

• Samsung

1. Streamlined Software Updates: Improve the efficiency and reliability of

software updates across Samsung devices. Provide clear communication on
update schedules and improvements.
2. Value Proposition Communication: Clearly communicate the value proposition
of Samsung products, emphasizing features and innovation. Use marketing
campaigns to highlight unique selling points compared to competitors.
3. Improved Customer Support: Enhance customer support services, including
online resources and in-person assistance. Ensure quick and effective solutions
to customer issues to improve overall satisfaction.

35
CHAPTER 5
LIMITATIONS

36
• Apple

1. High Prices: Apple's premium pricing can limit accessibility to a wider

consumer base, leading to dissatisfaction among price-sensitive customers.
Some consumers may feel that the high prices are not justified by the perceived
value or features of the products.
2. Product Dependency: Apple's products work best within the Apple ecosystem,
which can be a limitation for consumers who want to mix and match devices
from different brands. Dependency on Apple products can lead to frustration if
there are compatibility issues with non-Apple devices.
3. Battery Life: Despite improvements, some iPhone models have faced criticism
for battery life. Issues with battery performance can lead to dissatisfaction,
especially for users who rely heavily on their devices throughout the day.

• Samsung

1. Software Updates: Samsung devices, running on Android, may experience

delays in receiving the latest software updates. Users who value timely updates
and new features may be dissatisfied with the delay, especially when compared
to iPhones.
2. Brand Perception: While Samsung is a major player in the market, it may not
always have the same premium brand perception as Apple. Consumers who
prioritize brand image and status may feel less satisfied with Samsung devices
compared to Apple.
3. Competition: Samsung faces intense competition from both Apple and other
Android manufacturers. The competitive landscape can lead to consumer
confusion and dissatisfaction when trying to choose between various brands
and models.

37
CONCLUSION

38
After conducting a comprehensive study on the Consumer Satisfaction of Apple and
Samsung products few general observations are found:

1. Competition:

Both companies face intense competition, which influences consumer choices and
satisfaction.

2. Innovation:

Apple excels in creating a loyal fanbase through innovative design and seamless
ecosystem integration. Samsung offers a diverse range of products with cutting-edge
features, attracting a broad consumer base.

3. Customer Service:

Both companies should continue to invest in customer service, providing efficient and
transparent support channels.

4. Sustainability:

There is growing consumer interest in sustainability, so both brands should focus on

eco-friendly practices and communication.

In essence, Apple's strength lies in its brand loyalty, ecosystem integration, and
customer service, while Samsung excels in innovation and a diverse product range.
Both companies can benefit from addressing their weaknesses and implementing the
recommendations to further enhance consumer satisfaction and feedback. By
understanding consumer preferences, improving product offerings, and focusing on
user-centric approaches, Apple and Samsung can continue to thrive in the competitive
consumer electronics market.

39
BIBLIOGRAPHY

40
1. https://asq.org/quality-resources/customer-satisfaction
2. https://www.zendesk.com/in/blog/3-steps-achieving-customer-
satisfaction-loyalty/
3. https://www.zendesk.com/blog/customer-feedback-hear-voice-
customer/
4. https://sist.sathyabama.ac.in/sist_naac/documents/1.3.4/39280020%2
0MYTHILY%20D.pdf
5. https://business-essay.com/apples-performance-and-amp-customer-
satisfaction-with-iphones/
6. https://www.jetir.org/papers/JETIR2211568.pdf

41
ANNEXURE

42
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RESPONSE 1

46
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RESPONSE 2

50
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