Figure 3
The diagram is divided into two sections (A) and (B). The details of each section are as follows: The first section at the top is labeled (A) and shows a graph with the vertical axis, labeled “M R P,” having labels from top to bottom as “Negative,” “Neutral,” and “Positive.” The horizontal axis is labeled “M T P,” and shows two categories from left to right as “Low” and “High.” A table is shown inside the graph area. The cells are as follows: Row 1, Column 1: Negative, Low: Frictions. Listed items: Customer Support. Row 1, Column 2: Negative, High: Obstacles. Listed items: Connectivity, Battery Life. Row 2, Column 1: Neutral, Low: Indifferents. Listed items: Notifications, Price or Value. Row 2, Column 2: Neutral, High: Sleeping Beauties. Listed items: Build Quality, Fitness Tracking. Row 3, Column 1: Positive, Low: Promises. Listed items: App Compatibility. Row 3, Column 2: Positive, High: Delights. Listed items: Display Quality, User Interface. Below, the section is labeled (B), and shows four graphs arranged in 2 cross two grid. The details of each graph are as follows: All the graphs have the vertical axis, labeled “M R P,” having labels from top to bottom as “Negative,” “Neutral,” and “Positive.” The horizontal axis is labeled “M T P,” and shows two categories from left to right as “Low” and “High.” A table is shown inside each graph area. The cell details for the graphs are as follows: Top left graph: Period 1: 2021. Row 1, Column 1: Negative, Low: Frictions. Listed items: Price or Value. Row 1, Column 2: Negative, High: Obstacles. Listed items: Connectivity, Fitness Tracking, Battery Life. Row 2, Column 1: Neutral, Low: Indifferents. Listed items: Notifications, Customer Support, App Compatibility. Row 2, Column 2: Neutral, High: Sleeping Beauties. Listed items: Build Quality. Row 3, Column 1: Positive, Low: Promises. Row 3, Column 2: Positive, High: Delights. Listed items: Display Quality, User Interface. Top right graph: Period 2: 2022. Row 1, Column 1: Negative, Low: Frictions. Listed items: Price or Value. Row 1, Column 2: Negative, High: Obstacles. Listed items: Connectivity, Battery Life. Row 2, Column 1: Neutral, Low: Indifferents. Listed items: Notifications, Customer Support, App Compatibility. Row 2, Column 2: Neutral, High: Sleeping Beauties. Listed items: Build Quality, Fitness Tracking. Row 3, Column 1: Positive, Low: Promises. Listed items: Price or Value. Row 3, Column 2: Positive, High: Delights. Listed items: Display Quality, User Interface. Bottom left graph: Period 3: 2023. Row 1, Column 1: Negative, Low: Frictions. Listed items: Customer Support. Row 1, Column 2: Negative, High: Obstacles. Listed items: Connectivity, Battery Life. Row 2, Column 1: Neutral, Low: Indifferents. Listed items: Notifications, Price or Value, User Interface. Row 2, Column 2: Neutral, High: Sleeping Beauties. Listed items: Build Quality, Fitness Tracking. Row 3, Column 1: Positive, Low: Promises. Listed items: Price or Value, App Compatibility. Row 3, Column 2: Positive, High: Delights. Listed items: Display Quality. Bottom right graph: Period 4: 2024. Row 1, Column 1: Negative, Low: Frictions. Listed items: Customer Support, User Interface. Row 1, Column 2: Negative, High: Obstacles. Listed items: Connectivity, Battery Life. Row 2, Column 1: Neutral, Low: Indifferents. Listed items: Notifications. Row 2, Column 2: Neutral, High: Sleeping Beauties. Listed items: Build Quality. Row 3, Column 1: Positive, Low: Promises. Listed items: Price or Value, App Compatibility. Row 3, Column 2: Positive, High: Delights. Listed items: Display Quality, Fitness Tracking.(a) Application of the KA-VoC Map for the smartwatch case study, considering all digital VoC records from 2021 to 2024. (b) Application of the KA-VoC Map for the smartwatch case study. Each KA-VoC Map refers distinctly to the 4 periods of analysis (year 2021, year 2022, year 2023 and year 2024). Source: Authors’ own work