Customer’s Perception About The Attributes Of Smartwatch Brands And Their Effect On Customer Satisfaction Using Kano Analysis

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Dr. Rahela Tabassum, Dr. Shehbaz Ahmed, Mohd Rizwan

Abstract

The Research paper aims to study the Customer’s perception about the attributes of smartwatch brands and their effect on customer satisfaction using Kano Analysis. It uses the KANO Model to find out the product attribute of a smartwatch that attains a high level of customer satisfaction. The study aims to find out whether there is any difference in customer satisfaction towards Noise, Boat and Fire-Boltt smartwatch brands.
The paper opted for an exploratory and descriptive study. The primary data were collected through two questionnaires. The first questionnaire was used to find out the level of satisfaction of customers for different features of smart watches.The data were collected from 150 respondents.The first part of the questionnaire comprises questions pertaining to demographic characteristics of customers and the second part of the questionnaire consists of questions in pairs related to Kano Model. The second questionnaire was used for studying the difference in customer satisfaction towards the three brands of smartwatches (Noise, Boat, Fire-Boltt).
The paper provides insight into the customer satisfaction for different attributes of smartwatches. Attributes such as Water resistance, Magnetic charging, Battery life, Screen size, Voice controller facility, and Heart rate monitor make up the “Attractive category”. The presence of this will increase the level of satisfaction and its absence will lead to an increase in the level of dissatisfaction.
In order to have a competitive edge the marketers need to give importance to customers preference and their level of satisfaction.The research paper provides some insights as to how the customers’ satisfaction can be measured and the preferred choice of customer can be identified. The above two aspects are important in product designing, so that the R&D can come with attributes that are interesting to customers.The level of satisfaction depends on the various product attributes.The present paper provides a deep understanding to the marketers about customer delight and customer dissatisfaction.
The research has been conducted to study the consumer's perception about the attributes of smartwatch brands and their effect on customer satisfaction. The Kano model has been used to find out the right desirable and necessary features in a Smartwatch. Additionally, the kano model has not been used for understanding the growing Indian smartwatch market.

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