INFLUENCE OF THE CUSTOMER EXPERIENCE ON SATISFACTION WITH MOBILE PHONES

Global usage of mobile phones initiated a large number of researchers to devote their attention to researching the field of customer satisfaction and implementing postulates of customer behavior in the industry. As there are not many relevant studies conducted in Serbia, in this study we examine the influence of the customer experience on satisfaction with mobile phones. Online survey was used as a method of collecting data from 340 randomly chosen respondents. The findings confirm that experience is in a fact a significant determinant of satisfaction and that there are differences according to types of mobile phones customers use and the frequency of usage. Furthermore, high levels of satisfaction are seen in customers familiar with current models of mobile phones and those following mobile trends.