The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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Finding Smartphone's Factors which Affect Satisfaction or Dissatisfaction based on KANO Model

KANO 모델을 활용한 스마트폰의 만족 및 불만족 요인 분석

  • 이상근 (아주대학교 경영대학 e비즈니스학부) ;
  • 이신석 (오픈타이드) ;
  • 강주영 (아주대학교 경영대학 e비즈니스학부)
  • Received : 2011.08.21
  • Accepted : 2011.09.17
  • Published : 2011.09.30
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Abstract

The current study categorizes factors of smartphone into three, using KANO model: attractive factors which cause only product satisfaction, must-be factors for dissatisfaction, and one-dimensional factors for both. Based on it, it presents a new model for the effects that smartphone factors have on satisfaction or dissatisfaction. The purpose is to theoretically explain that smartphone factors on which companies and users place a high value can actually affect satisfaction or dissatisfaction. After choosing 15 factors out of 25 which had been selected through literature study, these were divided into attractive, must-be, and one-dimensional ones. 93 out of 109 questionnaires returned were used for analysis. After frequency analysis using SPSS were conducted on the surveys, the factors were grouped, based on KANO table. The grouping results are as follows. Attractive factors include 'expansion slots for external memory, battery desorption, brand awareness, mobile banking and internet telephony'. Must-be ones include 'multi-touch, information security, entertainment, information retrieval, location based service and SNS. Finally, 'screen visibility, size of internal memory, the amount of internal memory, battery life, and response to after-sales service' are classified as one-dimensional factors. A critical finding of this paper is that since the results are different depending on the operating system of smartphones, it must be taken into consideration in studies on smartphones. The wide and rapid spread of smartphones has changed people's lifestyle as well as business environment, which forces companies to compete with each other to adapt to the changed circumstances. In this competitive system, studies on smartphone factors of satisfaction and dissatisfaction are essential for firms to establish a new strategy. From this point of view, the present paper is expected to be a basic material for enterprises not only to develop goods and services that maximize customer satisfaction and minimize dissatisfaction, but also to establish the future business strategy.

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References

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