Has the Samsung S8 allayed safety concerns caused by the Note 7?

By Reportlinker

Trust is something hard to earn but quick to burn and, once burned away, hard to earn back. This is especially true for businesses, and more true still in today’s business climate for very large corporations like Samsung.

The smartphone giant had to launch a massive PR and outreach campaign to secure its brand status after last Autumn's tragic Note 7 events exploded into a crisis for the company and its customers. Crisis communications experts from around the world thought that Samsung’s handling of the Note 7 safety problem was quite poor.

Samsung is now preparing to launch its latest upgraded smartphone product, the Galaxy S8. The question is, will this latest phone be well-received by customers and buyers, or will sales fall into a deep, dark hole due to what happened with the brand’s preceding model?

According to research from Reportlinker involving 502 U.S. respondents, the forthcoming Galaxy S8 is going to be well-received by Samsung customers. Concerns about that phone’s probable safety and quality have diminished substantially, with 66 percent of Samsung customers “very likely” to upgrade to the new offering, up from just 51 percent in October, 2016. 89 percent of customers overall are likely going to buy an S8 Galaxy.

Is this positive outlook a matter of fierce brand loyalty among Samsung customers? If so, the famous brand loyalty of Apple iPhone customers may be on the wane. Apple customers are less confident in their smartphone’s safety at writing time than they were back in October, 2016 (a 12 percent fall-off), even though four-out-of-five smartphone customers across brands say they’re not worried about their phones’ safety.

Are these results just Apple customers being more demanding than others? Or are they reading into what happened with Samsung’s smartphone? After all, Apple customers also don’t believe that the Galaxy S8 will be an improvement (nearly two-thirds are uninterested in checking it out), whereas Samsung’s customers are confident that the new phone will be better and look forward to checking it out.

Apple may already be feeling the somewhat negative perception among its customers. At the time of this writing, the launch of its new iPhone 8 looks like it’s getting pushed back from this coming September to October or November.

Read the April 2017 issue of Business Review Europe magazine. 

Follow @BizReviewEurope

Share
Share

Featured Articles

Meet the COO: Brook Sims of MAC Diversity Recruiters

Passionate about helping others find their voice, diversity leader and COO Brook Sims talks powerful leadership, diverse teams and being a change agent

Best business books to improve leadership strategy

From strategic guides to inspiring CEO memoirs, these new books dish up plenty of principles, strategies, and anecdotes to help you become a better leader

Shoplazza founder and CEO Jeff Li, ex Baidu, on leadership

Named in Fortune China’s 40 under 40 for 2022, former Baidu head Jeff Li is the entrepreneurial founder and CEO of ecommerce platform Shoplazza

The office shifts to new way of working – workplace special

Leadership & Strategy

Trailblazer: Clorox's DEI leader Shanique Bonelli-Moore

Sustainability

The inspirational CEO story – Dean Forbes of Forterro

Leadership & Strategy