The Role of Product Design in Creating Loyalty to New Technologies

All companies want to have satisfied and loyal customers, but achieving it is not so easy especially in highly competitive markets like those of new technologies. So, the question is what kind of product design, what kind of marketing strategy a company has to set up to create loyal customers. We have conducted 3 focus groups and a survey among 46 students of the Faculty of Professional studies on a subject of mobile phones in order to find out which characteristics of mobile phones are crucial for their decision to stay loyal to a certain brand. We have noticed that loyalty to the iPhone and Samsung smart phones is much greater than to other brands. Analysing their product and marketing strategies we came to conclusion about key success factors in achieving loyalty to new technologies.