HaaS : drivers that customers value in a smartphone subscription model base

• Autor(a) principal: Bacalhau, João David Foto Barbosa
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/42252
• topic: Smartphone; Subscription models; Hardware as a service; Loyalty; Consumer behaviour; Customer relationship; Modelos de subscrição; Hardware como um serviço; Fidelidade; Comportamento do consumidor; Relacionamento com o consumidor; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Subscription models are more and more well-liked by consumers as smartphone usage rises. For a smartphone subscription model program to maintain long-term client loyalty and profitability, it is crucial to comprehend the motivations that customers appreciate. The present paper aims to understand customers’ motivations in a smartphone subscription model. This paper investigates the factors that motivate consumers to subscribe to smartphone subscription models. Data was collected through surveys and in-depth interviews. The main goal of this research was to develop a thorough understanding of consumer values and preferences with regard to smartphones and potential future smartphone subscription models. The survey and interviews revealed information about the features and factors that customers value in smartphones and revealed their preferences for subscription-based business models. Through interviews and surveys, it uncovers key factors influencing consumer choices in the smartphone market and provides valuable insights into potential features of smartphone subscription models. According to the research, factors such as smartphone build quality, camera quality, and ecosystem compatibility have a big impact on buying decisions. In addition to appreciating the convenience and financial advantages of recurring upgrades without significant upfront costs, consumers value upgrade options and early access to new products. Competitive pricing and brand loyalty play crucial roles in selecting a smartphone subscription service.