Smartphones: identificando os efeitos do marketing na percepção de satisfação do consumidor com seu dispositivo atual

Abstract

The cell phone has evolved from an interpersonal communication device to a multimedia machine. Smartphone development companies innovate rapidly producing successive generations of mobile devices. The rich number of users in addition to the fast-technological evolution of smartphones attract the attention of brands in search of customer loyalty and retention. In this manner, companies seek the best marketing strategies to attract consumers, given that the intention to update smartphones depends on the value communicated to the consumer. These strategies, in turn, pursue to influence the habits of smartphone consumers, affecting their satisfaction with their current devices. The phenomenon occurs through stimuli of the user's psychological commitment to the device. However, resulting from the practice, transformations of concern are manifested regarding the attitudes of those stimulated. Given this context, this research aimed to analyze the effects of smartphone marketing on consumers' behavior and attitude, especially with respect to their satisfaction with their current device. For that, the quantitative descriptive method was used, operationalized by applying questionnaires to a sample of students from the International Business course at the University of Caxias do Sul. The results indicated that the marketing strategies positively affect the user's satisfaction in relation to their current device, mainly by encouraging identification, trust, and brand loyalty, ensuring consumer retention and the purchase of cell phones. Despite the positive consequences for the brand, as a result, worrying user psychological commitment behavior is manifested. [resumo fornecido pelo autor]