The orientation to customer satisfaction is not a recent phenomenon, many very successful business people from the beginning of the 20th century, such as Sir Henry Royce, a name synonymous with Rolls-Royce vehicles, stated the first principle regarding customer satisfaction, “Our interest in...

Continuous innovations of smartphone attributes and increasing product usage call for better understanding of the attributes that matter most to customers. This study employs Kano's model for classifying smartphone attributes into various categories and examines the influence of those attributes...