Critical assessment of mobile operating systems' performance: empirical survey

Abstract

The producers of mobile operating systems (OS) - giant multinational corporations, are investing millions of EUR into mobile OS and mobile application development. Lot of studies emphasize that customer loyalty and analysis of factors affecting it are important for their success. Furthermore, they agree that customer satisfaction is the main important mediate goal for the corporations on their way to obtaining economic success. Data on mobile customer behavior and experience are needed in today's product development and marketing activities. These are the main reasons for conducting the survey concerning the customers' satisfaction with various mobile OS. The measuring of the customers' satisfaction is based on their experience with specified OS. Perception of customers' experience can influence their decision to continue using the same mobile OS, or to choose another. This study presents the results of a research regarding the current state of customers' satisfaction with mobile OS in Serbia, primarily focusing on the drawing attention of large multinational companies - the producers.