The aim of the study is to develop the interrelationship between factors influencing successful implementation consumer preference on smartphone. This study is consider as most appropriate and descriptive in nature. Consumer preference study was conducted using a broad questionnaire using both open and close ended questions. Structural Equation Modeling (SEM) is a linear, cross-sectional statistical modelling technique to evaluate the strength of the relationship between the six different constructs. The result found that significant relationships between Brand Attributes with Perceived Product Attributes, Perceived Human Traits has positive relationship with customer expectations and Service Quality and Customer Satisfaction has positively influence with customer expectations. The study reveals several implications for theory and practice relating to the future development of the customer expectation on smartphone in Indian context.
Volume 12 | Issue 2
Pages: 3545-3553