Abstract:
This research concerns with the analysis of "The impact of product
modification on customer satisfaction". The researcher formulated problem question as
"Does product modification have significant influence on customer satisfaction?"
The researcher conduct following objectives are drawn for this valuable study such as
To identify the relationship between product modification and customer satisfaction. To
measure the impact of product modification on customer satisfaction, To identify the
factors influencing on customer satisfaction and To identify the features of cellular
phone, in which modification may be occurred
Some limitations were also identified in this research, such as the respondents
were selected only from Jaffna peninsula, this study relates with behavioral patterns,
so it may be changed from period to period, only primary data were used by the
researcher, there are number of companies are being in the cellular phone industry, but
in this research only two companies, such as Nokia and Sony Ericsson were taken in to
account.
In this research, fifty customers were identified as sample. Data were collected
from selected customers through questionnaires and these data were presented and
analyzed by using statically tools. The results of these analyses were used to test the
relationship between product modification and customer satisfaction. Here, five
hypotheses were conducted as the higher the product modification will lead to higher
the customer satisfaction, desirable size and color of the phone may increase the level
of customer satisfaction, convenient phone design leads to high satisfaction, changes in
the product features, which directly affect the customer satisfaction and there is no
relationship between product modification and customer satisfaction.
The research findings indicate the relationship between product modification and
customer satisfaction as positive at the r point of 0.793(**) and has significant impact
on customer satisfaction at the regression point (r2) of0.629 with the significant level of
0.000. From these findings, we can conclude that "there is a high positive relationship
between product modification and customer satisfaction". And "all product
modification variables have significant influence on customer satisfaction".
