Customer Satisfaction and Loyalty for Nokia

1. RESEARCH METHODOLOGY
PRESENTATION
Assisant Professor Dr.Bahar YAŞİN
The Research Problem:
“Customer Satisfaction and
Customer Loyalty
for Nokia “

2. General information about industry
-Motorola in 1973
-1G used analog technology
-2G and 3G were launched in 1991 and 2001

3. - Mobile phones started to spread out rapidly in 2000s
- There were over 1.3 billion mobile phone users
worldwide and by 2007
- 73% of the world’s digital market and 72% of the
world’s wireless market

4. After smart phones….

5. Growth rate of mobile phone sector is always
increasing.

6. About Market shares:
-Nokia lost its market share -23.9% in one year
-Apple is the most profitable brand.
-Nokia could not meet wants of market.

7. NOKIA
 Established in 1865 for selling paper
 1992 The first GSM phone Nokia 1011

8. ON TOP OF THE WORLD
 1999 - Launching first web-based function
 2001- First phone with a built-in camera
 2002 – First 3G phone
 2005 – Sold billionth phone

9. New rivals appeared

10. Decrease on profit

11. •Decrease of sales goes on

12. Objectives of Research
 Customer satisfaction level of the Nokia
 Factors influencing customer satisfaction
 The link between certain demographic variables
(age, gender, education level, income level,
occupation ) and customer satisfaction of Nokia

13. Objectives of Research(Cont’d)
 The link between customer satisfaction and
customer loyalty
 Using the results of the study to provide strategies
to improve the level of customer satisfaction and
loyalty for Nokia

14. Purpose of the research
 Understand customer satisfaction and customer
loyalty of Nokia
 Identify factors that influence customer
satisfaction of Nokia.
 Identify the type of relationship between customer
satisfaction and customer loyalty of Nokia

15. Problem Definition
 Decide on Management Decision Problem
The customer satisfaction and customer loyalty
• Symptoms:
- Decreasing of sales
- Market shrinkage

16. Problem Definition (Cont’d)
 Define Marketing Research Problem
To determine underlying causes of customer
satisfaction and customer loyalty

17. Components
 Component 1 : Demographic Factors
- Standard demographic factors
- Gender,age,education level,income level,occupation

18. Components (Cont’d)
 Component 2:Customer satisfaction
- The evaluation of expected and perceived value.
- Quality, price,design,technology,brand image

19. Components (Cont’d)
 Component 3 : Customer Loyalty
- The relationship between customer satisfaction
and customer loyalty.
- Satisfaction effects the loyalty positively
- The result of this positive relationship will return
to company as profit.

20. Literature
 Expectation and perception of customers
 Strong and close relationship between CS&L
Customer Satisfaction Loyalty

21. Literature (Cont’d)
 Demographic Variables and Satisfaction
 Gender
 Age
 Income
 Education Level
 Occupation

22. Neumann’s Research
 Other factors on customer satisfaction
 Product Quality
 Product Design
 Pricing
 Technology

24. Research Questions and
Hypothesis
 Research questions are created according to
components of research.
 Hypothesises are based on research questions
 We prepared questions for perceived and expected
separately.

25. Research Questions and Hypothesis
Expected
 How is effected customer satisfaction level by
demographic factors?
 Ha: The customer satisfaction differs based on
Gender
- H0: The quality expectation of customer differs
based on gender.
- H1: The quality expectation of customer does
NOT differ based on gender.

26. Hb: The customer satisfaction differs based on
Age
- H0: The quality expectation of customer differs
based on age.
- H1: The quality expectation of customer does
NOT differ based on age.
- H0: The price expectation of customer differs
based on age.
- H1: The price expectation of customer does
NOT differ based on age.
Research Questions and Hypothesis

27.  - H0: The product design expectation of customer
differs based on education level.
- H1: The product design expectation of customer
does NOT differ based on education level.
- H0: The brand image expectation of customer
differs based on education level.
- H1: The brand image expectation of customer
does NOT differ based on education level.
Research Q&Hypothesis
(education level)

28.  - H0: The product design expectation of customer
differs based on income level.
- H1: The product design expectation of customer
does NOT differ based on income level.
- H0: The brand image expectation of customer
differs based on income level.
- H1: The brand image expectation of customer
does NOT differ based on income level.
Research Q&Hypothesis
(income level)

29. Research Questions and Hypothesis
Perception
 How is effected customer satisfaction level by
demographic factors?
 Ha: The customer satisfaction differs based on
Gender
- H0: The quality perception of customer differs
based on gender.
- H1: The quality perception of customer does
NOT differ based on gender.

30. Research Questions and Hypothesis
 - H0: The price perception of customer differs based on
gender.
- H1: The price perception of customer does NOT differ
based on gender.
 - H0: The technology perception of customer differs base
on gender.
- H1: The technology perception of customer does NOT
differ based on gender.

31. Research Questions and
Hypothesis Age
- H0: The technology perception of customer
differs based on age.
- - H1: The technology perception of customer
does NOT differ based on age.
- H0: The product design perception of
customer differs based on age.
- H1: The product design perception of
customer does NOT differ based on age.

32. Research Q&Hypothesis
(education level)
 Hc: The customer satisfaction differs based on
education level
- H0: The quality perception of customer differs based
on education level.
- H1: The quality perception of customer does NOT
differ based on education level.
- H0: The price perception of customer differs based
on education level.
- H1: The price perception of customer does NOT
differ based on education level.

33. Type of Research Design and
Reasons
 Primary data
- Original
-First-hand experience and the most reliable
 Quantitative data
- Broader study
- The generalization of the results
 Descriptive
- Describes a market phenomenon
- Develop a profile of a target market

34. Survey
- Ease, reliability and simplicity
- Simplifies coding, analysis and interpretation of data
Type of Research Design and
Reasons (Cont’d)

35. QUESTIONNAIRE
CUSTOMER SATISFACTION & LOYALTY SURVEY
 This research work is a study to measure how well
Nokia Corp. is meeting your needs and know what
needs to be improved to increase your satisfaction and
loyalty.
 Your cooperation is well appreciated. Thank you.
Instruction: Please mark your answer with an “√”

36. Chapter 1
1. Are you mobile phone user?
□ Yes □ No
(If the answer is No, please finish the survey)
2. Are you one of Nokia mobile phone user in last three
years?
□ Yes □ No
(If the answer is No, please finish the survey)
3. Have you ever heard Nokia Ovi?
□ Yes □ No

37. Please rate your importance degree for a
mobile phone.
Very
unimportant
unimportant Neither important nor
unimportant
important Very important
1 Durability □ □ □ □ □
2 User friendly □ □ □ □ □
3 Warranty time □ □ □ □ □
4 Life time □ □ □ □ □
5 Price □ □ □ □ □
6 Operating system (Symbian,android,ios) □ □ □ □ □

38. 7 Megapixel of camera □ □ □ □ □
8 Type of Screen
(Touch screen or others)
□ □ □ □ □
9 Color □ □ □ □ □
10 Aesthetic appearance □ □ □ □ □
11 Weight □ □ □ □ □
12 Reliability of brand □ □ □ □ □
13 Popularity of brand in market □ □ □ □ □
14 Socially responsible □ □ □ □ □
Very
unimportant
unimportant Neither important nor
unimportant
important Very important

39. Strongly disagree disagree Neither agree nor disagree agree Strongly agree
1 Nokia mobile phones are durable compared
others
□ □ □ □ □
2 The system of Nokia mobile phones are user
friendly compared others □ □ □ □ □
3 Nokia mobile phones has enough warranty time □ □ □ □ □
4 The Nokia mobile phones has long life time □ □ □ □ □
5 The price on Nokia mobile phones are acceptable □ □ □ □ □
6 The symbian operating system does NOT satisfy
my needs (R)
□ □ □ □ □
7 The camera specifications of Nokia satisfy my
needs
□ □ □ □ □
8 Nokia's screen types does NOT satisfy my needs
(R)
□ □ □ □ □
Chapter 2
5. Please rate Nokia mobile phones.

40. 9 The choices of Nokia product colors satisfy me □ □ □ □ □
10 The Nokia mobile phones have aesthetic
appearance
□ □ □ □ □
11 The Nokia products have acceptable weight for
me
□ □ □ □ □
12 Nokia brand is reliable □ □ □ □ □
13 Nokia is popular in mobile phone market □ □ □ □ □
14 Nokia plays active role in social responsibility
project
□ □ □ □ □
15 I recommend Nokia products to other people □ □ □ □ □
16 If I need to buy a new mobile phone, I prefer
Nokia again.
□ □ □ □ □
17 I think to continue Nokia mobile phones still □ □ □ □ □
Strongly
disagree
disagree Neither agree nor
disagree
agree Strongly
agree

41. Chapter 3
6. Please indicate your gender
□ Male □ Female
7. Which of the following age category are you?
□ 16-25
□ 26-35
□ 36-45
□ 46-55
□ More than 55
8. What is your occupation?
□ Public employment
□ Private employment
□ Self-employment
□ Student
□ Unemployed

42. 9. What is your education level (The last graduated school) ?
□ No graduated
□ Primary school
□ High school
□ University
□ Master
10. What is your personally income level per month?
□ Less than 500 TL
□ 500-1500 TL
□ 1501-2500 TL
□ 2501-3500 TL
□ More than 3500 TL
11.Which city do you live in?
........................................
12. E mail address
…………………………………@.............................................
The survey finished here, Thank you for your time

43. SAMPLE DESIGN
 Nokia mobile phone users in Turkey
 Sampling method
 Non-probability Convenience Sampling
 Low-cost and short time
 Field-work in Istanbul - Taksim, Ankara – Kızılay
 People are over 16 years old

44. Ramazan Maçin
Adnan Bayraktar