Marketing Mix and Acceptance of Technology affecting Customer Satisfaction of Smartphone in Shenzhen, Guangdong

Abstract

              This research aims to study the importance of the marketing mix, acceptance of technology and customer satisfaction and to study marketing mix and acceptance of technology affecting customer satisfaction of smartphone in Shenzhen, Guangdong. The population were people who used smartphone in Shenzhen Guangdong totaling 17,560,061 people and sample sampling are 385 people by simple random sampling. The research instrument was a questionnaire and the statistics included frequency, percentage, mean, and standard deviation, and multiple regression analysis.
              The research found that, the importance of the marketing mix is at a high level. When considering each item, it is found that the highest average is place. In term of acceptance of technology, it is at a high level. When considering each item, it is found that the highest average is perceived usefulness. In terms of customer satisfaction, it is found that the highest average are customers satisfied with the development of modern technology that is suitable for smartphone usage and they are happy every time that they used smartphone. The result of hypothesis testing found that marketing mix such as promotion, place, and price affecting customer satisfaction with statistically significant at 0.05 level. Explains the variance at 78.10% Additionally, acceptance of technology particularly related perceived ease of use, attitude towards use, and perceived usefulness affecting customer satisfaction with statistically significant at 0.05 level. Explains the variance at 82%.