The paper "Samsung Smartphones Overview" is a perfect example of a marketing case study. Samsung is one of the leading companies in the world specifically in the field of electronics and mobile phones, therefore for this company to maintain its title in this field is far much important since it is facing high completion in the market, for example, Nokia, Motorolla, Erickson and may other upcoming companies in this industry. One of the drivers of success in this industry for this company to remain on top of the list is customer’ s satisfaction so as to realize the greatest margin of sales so that it can meet its financial target.
This can only be achieved by making sure that the customers are satisfied with the functioning of this phone. Therefore this brings about the need to conduct a survey on the current customer’ s satisfaction by measuring their attitudes towards some of the specific attribute of this phone. This research was conducted with the intention of finding the overall satisfaction of Samsung customers. This involved the exploratory qualitative research into the main features of these phones which in one way or another affects customer’ s satisfaction during its functioning.
Some of the independent variables which drive customer’ s satisfaction were identified. Independent variables Ease in using Samsung Smartphone. Ability to transfer music between Samsung Smartphone and computer. Samsung phone possessing the latest technologies. Variety of colours Samsung offers in its smartphone range Strength of Samsung’ s phone cases. The attractiveness of the design of Samsung Smartphone. Quality of the camera on your Samsung phone. Easy of holding a Samsung phone. Size of the screen. Range of phones available within the brand. The speed of software running the phone The length of battery life. The variety of Apps available on the App store. Intention to re-purchase a Samsung phone. Overall satisfaction with the Samsung phone. 2.0 Reliability analysis. This is the extent to which an assessment tool can be used to produce consistency in the results of an investigation and to a degree where the results can be interpreted to give the required and accurate information for the purpose of correcting or improving a certain situation. There are various types of reliability test but for our case, since we are employing different items of measure we are going to use internal consistency reliability; which is a measure of reliability used to evaluate the degree to which different test items that probe the same construct produce similar results this analysis, therefore, has been done against each item in question. Cronbach's Alpha This is a coefficient of internal consistency and is normally used as an estimate for the reliability of a test.
This value ranges from zero to one since this is a ratio of two variances therefore the value of alpha can take any value between zero and one since only positive values can make sense.
The most acceptable values of alpha are 0.6-0.7 and therefore we choose to use Cronbach's to test the reliability of items in question.