Whether it is hand held, in a pocket, on a backpack, clipped to a belt, or hidden in a brief case or purse, college students and cellular telephones go together. Communication with fellow students, professors, parents, and everyone else is just a click away. While walking across campus and down the halls of academic buildings, cellular telephones are being used. This research questions in what ways do students use cellular telephones and does this use interfere with or assist in learning and college life? This paper reports the results of a survey of undergraduate business students addressing this question. The objectives were to determine: (1) how much time is spent using a cell phone and which phone features are used most frequently, (2) what students believe concerning the impact of cell phones on learning in the classroom and during study, (3) how often students are in contact with parents on a cell phone, and (4) how much do students pay for cell phone services. The results indicate that 100% of the students own a cell phone. Sixty-six percent of the students use voice calls most frequently and 30% use text messages most often. A total of 55.8% of students report that they spend 3 hours or less on their cell phone daily and 44.8% spend four or more hours daily on their cell phones. Over half of the students report that they have some interaction with their cell phones during class time for every class. Seventy-seven percent state that this cell phone use seldom or never interferes with classroom learning. All of the students (100%) believe that they should be able to receive emergency information over a cell phone during class time. Seventy-six percent believe that cell phones seldom or never assist in classroom learning. However, students report that cell phone use impacts on study time outside of class. Cell phone distractions during study time outside class was reported by 34.6% of the students as happening often or always and an additional 43.5% are sometimes distracted by cell phones during study time. Bad or upsetting news received over a cell phone before class impacts academic performance of 14.2% of the students often or always. Thirty-five percent of the students talk to parents more than once a day and another 23.7% have contact on a daily basis. Therefore, 59.5% report that they have contact with their parents at least once a day. Fifteen percent of the students pay over $100 per month for cell phone service, 28% pay from $75 to $100, 34% spend $51 to $75, and 14% spend $26 to $50 per month. More than 90% of the students report that they have text messaging, calculator, clock, calendar, and appointment reminder on their cell phone. Over 70% have the internet and games. Over 60% have a camera and email. Only 13% have an MP3 music player and 7% have an FM radio.
A Framework for Assessing Impact of Brand Personality on Customer Satisfaction: The Moderating Role of Gender and Age
