ANÁLISE DAS EXPECTATIVAS DE CLIENTES PERANTE OS ATRIBUTOS DE DIFERENCIAÇÃO NO MERCADO DE SMARTPHONES

Abstract

This article analyzes the quality criteria of smartphones and their attractiveness package, and is based on Garvin's (1992) user approach to stratify and prioritize the set of consumer satisfaction attributes of smartphones and their services. In order to characterize the actual needs and potential desires of the customers, and consequently to translate this information into applied knowledge in the smartphone life cycle, the CEM methodology (SHIBA, 2001) is put into practice. To accomplish this aim of transforming qualitative information in quantitative terms, the Kano method was used, through a basic questionnaire that provides a Better-Worse diagram and coefficients of (in) satisfaction of youngsters between 14 and 20 years old and their devices. Subsequently, the data are classified by the Garvin (1992) and Pareto criteria to position the types of users in the life cycle of a generic device to demonstrate that it is possible to direct efforts and investments according to the user type and phase of the device in their life cycle.