Customer satisfaction has become a key to success of an industry. It is based on a concept which says it could lead to a stronger competitive position resulting in a larger marker share an profitability if the satisfaction is on a higher level. In this study, I analyzed and compared the efficiency of customer satisfation for smartphone brands in telecommunication market, Indonesia using a data envelopment analysis (DEA) approach. The model from American Customer Satisfaction Index (ACSI) was adopted and treated where customer expectations, perceived value and perceived quality as the input, while customer loyalty and customer complaints as the output. Showed by 236 responses from Indonesia’s largest cities, there are seven brands which nominated as the most users which is Apple, Blackberry, HTC, Lenovo, Nokia, Samsung and Sony. In fact of customer satisfation, Lenovo showed as the most efficient brand followed by HTC and Nokia respectively. Besides, Blackberry nominated
as the least efficient brands. |