CUSTOMER SATISFACTION OF SAMSUNG MOBILE
USER IN TILOTTAMA
A Project Work Proposal
By
Rikesh Gyawali
Rammani Multiple Campus
T U. Regd. No.: 7-2-302-140-2020
Submitted To
Faculty of Management
Tribhuvan University
Kathmandu
in partial fulfillment of the requirements for the degree of
Bachelor of Business Studies (BBS)
Tilottama,Manigram
April, 2025
TABLE OF CONTENTS
Title Page i
Table of Contents ii
CHAPTER I: INTRODUCTION
1.1 Background of the Study ………………………………………………...1
1.2 Profile of the organization …………………………………………..…..2
1.3 Objectives of the Study ………………………………………………..…3
1.4 Rational of the study……….…………………………...………...………4
1.5 Review of literature ………………………………………………………4
1.6 Research Methodology ……………………………………………………5
1.7 Limitation of the study …………………………………………………...5
Reference
II
CHAPTER 1
INTRODUCTION
1.1 Background of the Study
In today's highly competitive mobile phone industry, customer satisfaction has
become a crucial factor in maintaining brand loyalty and driving sales. Samsung,
being one of the leading smartphone manufacturers globally, continuously focuses on
enhancing user experience to meet the evolving needs of its diverse customer base. In
the context of Tilottama Municipality, a rapidly developing area in Nepal, the
penetration of smartphones, particularly Samsung devices, has seen significant growth
in recent years (Karki, 2021). This rise necessitates a deeper understanding of how
satisfied users are with the product and the factors influencing their satisfaction.
Customer satisfaction is often influenced by a range of factors such as product quality,
pricing, after-sales service, technological features, and brand perception. In the case
of Samsung, its ability to offer a wide range of models catering to different income
levels has made it popular in both urban and semi-urban areas like Tilottama. Studies
have shown that brand image and perceived value significantly impact user
satisfaction and retention in the mobile phone market (Sharma & Bista, 2020). Thus,
it becomes essential to examine how these elements are perceived by Samsung users
in Tilottama to understand their overall satisfaction level.
Moreover, local market dynamics, customer service infrastructure, and cultural
preferences also play a role in shaping customer satisfaction. In regions like
Tilottama, where word-of-mouth and peer recommendations carry weight, a user's
experience with a brand can influence purchasing decisions across communities
(Gautam, 2019). Therefore, exploring Samsung users’ satisfaction can help identify
service gaps, improve customer relations, and formulate strategies to retain and
expand the brand's user base in the region.
Understanding customer satisfaction is not just beneficial for Samsung's growth but
also contributes to academic and practical insights into consumer behavior in
emerging markets. As consumer preferences shift rapidly due to technological
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advancements and competitive offerings, continuous assessment of satisfaction levels
becomes essential (Acharya, 2020). This study aims to fill that gap by analyzing the
satisfaction of Samsung mobile users in Tilottama and identifying the core areas
influencing their satisfaction and loyalty.
1.2 Profile Organization of the Study
Samsung Electronics Co., Ltd., a South Korean multinational company, was
established in 1969 and has since evolved into one of the world's most innovative and
successful technology corporations. Operating under the parent company Samsung
Group, Samsung Electronics produces a variety of consumer electronics, with mobile
phones being one of its most prominent and profitable product lines (Lee & Park,
2021). The company is globally recognized for its commitment to cutting-edge
technology, user-friendly devices, and a wide portfolio that caters to diverse markets
and customer segments.
Over the years, Samsung has established itself as a global leader in the smartphone
industry by offering products that blend performance, design, and innovation. The
brand's Android-based Galaxy series has consistently received positive reviews for its
features, performance, and adaptability to different user needs (Kim, 2020). This
strategy of providing high-end and mid-range smartphones has helped Samsung
secure a strong market share in both developed and developing countries, including
Nepal. In areas like Tilottama, where smartphone adoption is increasing rapidly,
Samsung's availability and product range make it a preferred choice among
consumers.
In the Nepali market, Samsung operates through a well-organized network of
authorized distributors, retail outlets, and service centers. Him Electronics, the official
distributor for Samsung in Nepal, plays a pivotal role in ensuring product availability,
warranty services, and customer support across various regions (Thapa, 2019).
Samsung's presence in towns like Tilottama is supported through these channels,
offering after-sales services and promotional schemes that enhance brand reliability
and customer satisfaction. The company's investment in local marketing and service
has contributed significantly to its reputation in this growing market.
Furthermore, Samsung’s emphasis on customer-centric innovation and digital
integration aligns with the increasing demand for smartphones that are both affordable
and technologically advanced. Its research and development initiatives consistently
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aim to introduce newer, smarter features that enhance user experience and usability
(Jung & Cho, 2021). This global commitment, combined with local operational
efficiency, makes Samsung a strong player in Tilottama’s competitive mobile phone
market, and a relevant subject for this study on customer satisfaction.
1.3 Objectives of the Study
The report is prepared to partially fulfill the requirements for the degree of Bachelor
of Business Studies, TU.
To identify the key factors that influence customer satisfaction among Samsung
mobile users in Tilottama.
To analyze users’ perceptions of the quality, performance, and overall value of
Samsung smartphones in the local context.
To assess the impact of after-sales service on customer satisfaction and loyalty
among Samsung users in the region.
1.4 Rational of the Study
Samsung is a leading smartphone brand in Tilottama, but little is known about how
satisfied its local users truly are. As smartphone use grows, understanding customer
satisfaction helps improve product quality, service, and user experience. This study
aims to explore key factors affecting satisfaction and provide insights that can benefit
both Samsung and its users in the region.
1.5 Review of literature
Customer satisfaction has been widely studied as a key determinant of business
success, especially in competitive industries like mobile technology. According to
Kotler and Keller (2016), customer satisfaction is the result of comparing a product’s
perceived performance with customer expectations. When expectations are met or
exceeded, satisfaction increases, which in turn enhances brand loyalty and customer
retention.
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Thapa and Adhikari (2020) found that Nepali consumers place a high value on
smartphone performance and battery life, while brand trust also significantly affects
their buying decisions. Samsung, with its broad range of devices, has managed to
cater to both budget-conscious and premium-seeking customers, which has helped it
maintain a strong market share globally and locally.
Sharma (2019) showed that prompt repair services, warranty handling, and customer
support significantly influence consumer perceptions of mobile brands in South Asia.
In areas like Tilottama, where access to reliable service centers may vary, the quality
of after-sales service becomes even more important in maintaining user trust and
satisfaction.
Koirala (2021), Samsung’s consistent brand presence and promotional efforts in
Nepal have helped it become one of the most recognized and preferred mobile brands.
However, actual user satisfaction still depends on the daily experience of using the
device and the support received after purchase.
1.6 Method of the Study
Research methodology encompasses concepts such as research designs, target
population, sample size and sampling procedure, data collection instruments and data
analysis procedure.
1.6.1 Research Design
Research Design involves the process of investigation performed by collection and
presentation and interpretation of data. Here for this research work both analytical and
descriptive research design has been applied. The research design of this report is
concerned with the ratio analysis of Customer Satisfaction Samsung . To achieve the
objective of the study, analytical research designs have been used.
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1.6.2 Source of Data
The source of data for this study Secondary data for this study was gathered from
existing sources such as academic journals, industry reports, and e-commerce research
articles. This data provided background information and contextual insights into
Samsung Mobile., which helped in framing the questionnaire and interpreting the
Secondary data collected from respondents.
1.6.3 Method of data Analysis
Analysis may be categorized as descriptive analysis and inferential analysis. To
achieve the predetermined objective of the research, mathematical and statistical tools
are used. Statistical tools like percentage change, mean, standard deviation have been
used for observation.
1.7 Limitation of the Study
While doing the report, I have found some limitations which debilitate the accuracy of
my outcome of the report:
The study focuses only on Samsung mobile users in Tilottama, limiting
generalizability to other regions.
The sample size is relatively small, which may affect the representatives of the
results.
The research examines only Samsung products, without comparing other mobile
brands.
Time constraints limited the ability to explore long-term trends in customer
satisfaction.
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Reference
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson
Education.
Thapa, S., & Adhikari, R. (2020). Factors influencing consumer satisfaction in the
Nepali smartphone market. Journal of Business and Economics, 12(3), 45-58.
Sharma, S. (2019). After-sales service and customer satisfaction in the mobile phone
market in South Asia. International Journal of Marketing Research, 18(2), 98-112.
Koirala, P. (2021). Brand image and consumer loyalty in the mobile phone industry in
Nepal: A case study of Samsung. Asian Business Review, 8(1), 34-47.
