Análise de oportunidades de melhoria de produto: um estudo a partir de atributos de smartphones

Abstract

The present monography seeks to analyze opportunities for improving smartphone attributes and based on the Importance-Performance Matrix and the Kano Model of Mandatory and Attractive Attributes and identify which of these attributes can be targeted for improvement investments in order to increase the level of satisfaction and customer loyalty to the brand. For this purpose, a field research was structured with descriptive and quantitative analysis based on primary data obtained from the application of a structured questionnaire with questions about the respondent's profile, consumption pattern, loyalty and smartphone use patterns, as well as such as your perception of the importance and performance of your current devices in relation to attributes such as screen quality, battery life capacity, multitasking capacity, between others. From the analyzes carried out, it can be concluded that the processor speed, avaliable storage space and battery life capacity are the attributes pointed out by the analysis of the importance- performance matrix as the most important from the consumer's perspective, while the screen size is together with appearance and ease of use between the attributes identified as less important, which, when complemented with the Kano Model, makes it possible to perceive that, although declared to be of little importance, the Screen size attribute is an attribute that is not in the customer's imaginary but has high levels of satisfaction when its performance is improved, which means, that is an attractive attribute. In addition, when analyzing the relationship between satisfaction and loyalty, it is also clear that there are attributes that, although initially identified as important in the Slack tool, are not directly related to the level of consumer loyalty, such as battery life capacity, so one should carefully rethink the application of resources to these attributes. It is also identified that users of Apple and Xiaomi smartphones are more faithful, but without giving up on prioritizing the technical qualities that meet their needs, and that users of the Asus brand are the least faithful among all the brands studied. It is also understood that, given the satisfactory level of mandatory and one-dimensional attributes, brands can, instead of investing in the improvement of elements that may be generating dissatisfaction but is not, apply resources in attractive attributes, which have a greater impact on consumer satisfaction and highlight the product as having a competitive differential, these attributes were identified by this monography as being the screen size and the attractions, which should be prioritized soon after, in a scenario where there is no attribute generating dissatisfaction due to low performance, are the quality of the screen, which should be developed along with screen size, multitasking capability (RAM), Camera quality, and available storage capability.