1. RESEARCH METHODOLOGY PRESENTATION Assisant Professor Dr.Bahar YAN 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 worlds digital market and 72% of the worlds 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(Contd) 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 (Contd) 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 (Contd) Component 2:Customer satisfaction - The evaluation of expected and perceived value. - Quality, price,design,technology,brand image 19. Components (Contd) 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 (Contd) Demographic Variables and Satisfaction Gender Age Income Education Level Occupation 22. Neumanns Research Other factors on customer satisfaction Product Quality Product Design Pricing Technology 23. 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. 24. 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. 25. 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 26. - 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) 27. - 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) 28. 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. 29. 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. 30. 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. 31. 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. 32. 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 33. Survey - Ease, reliability and simplicity - Simplifies coding, analysis and interpretation of data Type of Research Design and Reasons (Contd) 34. 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 35. 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 36. 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) 37. 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 38. 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. 39. 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 40. 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 41. 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 42. 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 Kzlay People are over 16 years old 43. Ramazan Main Adnan Bayraktar