Exploring Antecedents & Consequences of Customer Satisfaction With Smartphones: Implications for CRM

Customers of smartphones spend most of their waking time using them, as they have become the most innovative electronic devices. As the time spent on smartphones increases, the customer’s dependence on smartphones also increases. Therefore smartphones are more than telecommunication devices to customers. This paper examines factors (i.e., antecedents) affecting smartphone customer satisfaction and factors (i.e., consequences) arising from smartphone customer satisfaction. In particular, this study explores how the level of customer satisfaction affects loyalty, brand image, corporate image and country of origin. This study involved an online survey and applied t-test, factor, and regression analyses. The results provide managerial and theoretical implications for satisfaction and customer relationship management.1