Smartphone Adoption Process and Customer Satisfaction: Innovation of Diffusion Theory (DIT) Perspective
The changing trend in customer choice and preferences have emboldened firms to ensure that; product developmental procedures must be in sync with ‘customers’ Adoption process’, for the ultimate purpose of satisfaction of customers. The objective of this study is to examine the effect of product adoption process on customer satisfaction for selected Smartphones. Additionally, other challenging issues to be considered include; Compatibility of product, outstanding relative advantage, and product Simplicity/Complexity. The study evaluates the concept of product adoption and customer satisfaction using systematic literature review process; Also, the diffusion of innovations theory was adopted as the theoretical basis of the research. Exploratory research design was adopted in which, three focus groups (Customers, Distributors and Technicians) of Smartphones were identified, and comprehensive interviews were conducted on product adoption process, questionnaires were also administered to the respondent to augment the process of data collection. The findings revealed that there is a significant relationship between Product Adoption Process and Customer Satisfaction. The study recommended that key towards outstanding performance by manufacturing firms’, lies in their ability to effectively train their personnel to conduct effective compatibility of product to identify the preferences of the consumer, and deliver products that satisfies their exact need; as a pre-requisite for firms overall performance.
Keywords: Product Adoption Process, Customer Satisfaction, Innovators Preference, and Simplicity/Complexity of Products.
