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The perceived customer satisfaction of the Fitbit activity tracker : the Internet of Things as a potential business marketing tool

Westerbeek, J. (2016) The perceived customer satisfaction of the Fitbit activity tracker : the Internet of Things as a potential business marketing tool.

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Abstract:This research attempts to find out how different product requirements of the Fitbit Charge activity tracker wristband, can be categorized in terms of the Kano model and whether the Internet of Things is a potential business marketing tool. Next to six of the product requirements distinguished by Fitbit, the concepts of transparency and accountability were taken into account. Performing a Kano questionnaire has shown which of the Fitbit Charge’s features fall into which category, which then resulted in suggestions on what to do with this information. Must-be requirements indicate the features that need to be functional in order for the customer to reach a neutral stage of (dis)satisfaction. One-dimensional requirements make the customer more satisfied as they are fulfilled more. Lastly, Attractive requirements have no negative influence on customer satisfaction, but do have the potential to drastically increase it. For Fitbit, this research has led to insights on how product requirements are viewed by their customers, and which of these they should pay attention to. As for the Internet of Things, this research has shown that users do view connected systems as attractive, which means that it does have potential as a marketing tool.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:83 economics
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/70207
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