Efficiencies vs. importance-performance analysis for the leading smartphone brands of Apple, Samsung and HTC

摘要

This study was conducted by integrating the data envelopment analysis efficiencies of the leading smartphone brands of Apple, Samsung and HTC in the period 2008-2013 with customer importance-satisfaction analysis in Taiwan's mobile market. This study collected 450 valid questionnaires with 150 questionnaires covering each company to measure the 7P's marketing mix of service quality levels in the Greater Taipei metropolitan regions. Samsung was the top ranking performer in customer satisfaction, verifying its achievement of capturing the world's number one smartphone market share. Apple revealed the highest customer loyalty and enjoyed high stickiness. The attribute of ease of use' with customer high importance-high satisfaction is the common key driver for Apple, Samsung and HTC in keeping up good work. Regression analysis is applied to test the five hypotheses which are all supported to link the integrated relationship between efficiency, satisfaction and loyalty. When the consumer loyalty level is higher, then the higher is the manufacturer's efficiency. When the consumer satisfaction level of the product is higher, then the higher is the manufacturer's efficiency. When the consumer satisfaction is higher, then the higher is the loyalty as well. The findings for management implications and how to improve their business excellence in this sector are provided.