A study on the impact of ICT product upgrade to customer satisfaction — Take cell phone as an example

This paper aims to find out how ICT product upgrades influence customer satisfaction. It introduces a common method by which the Quarter Model is used to divide ICT product attributes into four sectors that will be treated differently, and then multiple linear regression model is utilized to analyze how much those attribute changes influence customer satisfaction. An empirical study on cell phone is conducted to show how the method works. The results show that customers pay greatest emphasis on cell phone On-line Application and Appearance upgrade contributes most to customer satisfaction.