Smartphones are cellular telephones equipped with extra functionalities (applications) such as web browsing and e-mail client. Smartphones can run a vast diversity of applications turning a standard mobile phone into a mobile computer device (Pc Magazine, n.d.).
According to a study conducted by Gartner inc. (2009) the third quarter 2010, Smartphone sales increased by 96 percent compared to the third quarter last year.
The development of quality products and services is the aim of every developer that wants to target customer satisfaction (Sauerwein , Bailom , Matzler and Hinterhuber, 1996). However, not everyone will succeed in accomplishing his goal.
Every time when a new technology is available, new designers tend to make same mistakes as their former colleagues (Norman, 2002).
The researchers would like to measure customer satisfaction and find out whether there are any usability issues in the latest generation of Apple Iphone device.
Purpose
Research Question
The goal of this study is to measure customer satisfaction and find out if there are any usability issues for the Apple Iphone 4 according to participants. An issue could be a functionality that is available in the device but do perform the required tasks like competitive products do in the market. The researchers would like to find out how satisfied the advanced users are with the purchased device.
We would like to answer the following question: Does Apple Iphone meet 3rd year and master students' expectations at DSV?
Methodology
We intend to use both qualitative and quantitative research methods. The majority of researchers use both deductive and inductive approaches at some stage of the study (Neuman, 2007)
Figure 1: Steps in the research process (Neuman, 2007)
Neuman (2007), describes the seven steps of the research process as follow:
A research starts with the selection of a topic.
The study is narrowed and a research question is generated.
A design for the study is created. In this stage, the research team focuses on creating a plan for how to conduct the study.
Data is collected at this stage of the study.
The analysis of the collected data is conducted at this stage.
Patterns are indentified from the analysis conducted in earlier stage.
This is the final stage where the final report is written to inform readers about the all the steps and results conducted in the study.
Qualitative research methods
Qualitative research methodologies are often based of word rather than numbers and they are inductive (Bryman, 2009)
Inductive approach
"If you use an inductive approach, you begin with a detailed observation of the word and move toward more abstract generalization and ideas" (Neuman, 2007 p.30).
Figure 2: Inductive approach (socialresearchmethods.net)
The inductive approach begins with observations and measurement that allow the researcher to detect patterns. These last ones are used to formulate tentative hypothesis that can be tested and thereafter will help in developing theories (socialresearchmethods.net)
Interview
The majority of researchers that use qualitative methods tend to choose interview as data collection method. (Bryman, 2009)
The research team will conduct interviews with chosen 4 participants will be asked their opinions about the device. Collected data will be analyzed and information relevant for the study will be extracted. The type of extracted data will contain pros and cons for the iPhone4.
Quantitative research methods
Quantitative research methods are based on collecting data related to the research subject that is converted into numbers and statistical diagrams (King, Keohane, and Verba 1994).
Deductive approach
Neuman states that "In a deductive approach, you begin with an abstract, logical relationship among concepts, then move toward concrete empirical evidence" (2007, p.29).
Figure 3: Deductive approach (socialresearchmethods.net)
The deductive approach, also known as a top-down approach is the nature of a quantitative research methodology where the researcher starts by making a theory that is relative to the research topic of interest. Hypotheses are then used to narrow down the topic to a specific field. The next step relies on the collection of observations relevant to the hypothesis. The last step involves the testing of the hypothesis to confirm the original theory (socialresearchmethods.net)
The Kano Model
The Kano model of customer satisfaction will be used to categorize quality attributes based on customers' satisfaction with the level of quality (Heo et al, 2007)
The model has a vertical axis that symbolize satisfaction level (Very satisfied, very dissatisfied)
The horizontal axis describes how well these needs has been executed or fulfilled (Did it very poorly, Did it very well).
Figure 4: Kano's model of customer satisfaction (Cqm, 1993)
The level of user satisfaction is as follow.
Basic or "must have": These are basic utilities that do not increase customer satisfaction. Customer satisfaction decreases if missing (Sauerwein et al, 1996).
One-dimensional requirements: This level reflects the degree of satisfaction of the customer. The level of accomplishment of these requirements effects the level customer satisfaction (Sauerwein et al, 1996).
Attractive requirements: There are not expected or required which mean that customers will not be unsatisfied if they don't have them. However, they create a greater customer satisfaction and therefore can make a difference is brand choice for customers (Sauerwein et al, 1996).
Indifferent: Are features (products) that do not make any difference for the customer whether they are dysfunctional or functional (Cqm, 1993).
Reverse: Some customer opinions are not alike. In fact some high-tech features that may satisfy some customers may be perceived as annoying for others (Cqm, 1993).
Research Process
Step 1
A questionnaire containing paired questions (see example question below) will be formed based on the collected data. Ten randomly selected participants, others then the ones who participated in the interviews, will contribute with answers.
Example question:
Figur 5: Kano Questionnaire (Adapted from Cqm, 1993)
1. a. is the functional form of the question.
1. b. is the dysfunctional form of the question
Step 2
The results of the questionnaire will be fed in the Kano evaluation table that may look as follow
Figure 6: Kano evaluation table (Adapted from Cqm, 1993)
Customer requirements are (Cqm, 1993):
Attractive
Must be
One dimensional
Indifferent
Reverse
Questionable results
Step 3
The next step of the research will be to tabulate the responses of each participant requirement in the Kano questionnaire mentioned above.
Step 4
The last step will be to build the Kano model of customer satisfaction showing the requirements mentioned in section 2.3.
Reliability, validity and replication
Reliability
The principal of reliability is that the same research could be repeated under the same condition (Neuman, 2007).
This research is believed to result in reliable and valid information. Future similar studies to the one in this research are believed to give similar results.
Validity
Validity measures truthfulness of the conducted study and confirms that the researcher actually measures what he/she was intended to measure (Ejvegård, 2009).
Similar researches may show different results still; this study is believed to have acceptable validity.
Replication
Replication means that if the study is repeated following the same procedure, it will give the same results obtained from earlier researches. The steps of the study must be well described in order to facilitate replication of the same study (Bryman, 2009).
This study can be replicated without any difficulties because the steps are believed to be clear and easy to follow.
Literature research
Literature includes all printed material such as reports, books and internet data (Ejvegård, 2009).
Relevant information to the study is collected from books, internet articles and other sources to support the purpose of this study.
Theoretical Framework
Usability
The International organization for Standardization (1998, p.6) defines usability as follows: "extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use. "
According to Lauesen (2004) usability has six factors:
Fit for use: The system makes it possible for user to perform the tasks he/she needs.
Ease of learning: How easy it is for users with different backgrounds to learn how to interact with the system.
Task efficiency: if the system fulfills the need of a common user.
Ease of remembering: the easiness to recall actions performed by common users.
Subjective satisfaction: The satisfaction level of the owner or user.
Understandability: How easy it is for the user to understand the systems actions. Especially in case of failure or errors the system encounters since the understandability level of the systems actions can help the user to resolve issues.
Customer Satisfaction
So what is customer satisfaction? Customer satisfaction involves many different variables such as price, responsiveness, reliability and many more that can be related to product quality. What functionalities a product has, how it feels, how it looks etc. are the variables which can be controlled by the firm that produces the product. Environmental issues that affect a product cannot be controlled by the organization however a product's quality can definitely be controlled by the business. (Cochran, 2003) Här lägger vui till text som ska understryka att basic inställningar inte andra organizations som höjer product quality.
Norman (2002) discusses how hard it is to design well from a various perspectives: He states that the consumer has many demands such when he/she is in the store, he/she focuses on price, appearance and may be prestige value. But the same person cares more about functionality and usability when he/she is at home.
