Let's face it, we live in a bargain-happy society. It seems like these days, you can't turn on a TV or radio, open a newspaper or surf the Web without being fed a steady diet of come-ons by retailers touting their products or services-all for the lowest price. Whether it's discount electronics, budget furniture or incentive-laden automobiles, consumers face a constant barrage of "deals." However, most experienced consumers would probably agree with the adage, "You get what you pay for." A recent J.D. Power and Associates survey reveals that wireless retail customers do, in fact, agree.

The recently released 2009 Wireless Retail Sales Satisfaction Study-Volume 2 finds that as the number of smartphone users grows, wireless carrier stores are providing these customers with a more satisfying retail experience than users of more traditional handset models. Indeed, satisfaction with the retail experience among smartphone owners, who typically spend more on additional service plan options and have more complex features than those who buy traditional wireless handsets, averages 15 index points higher (on a 1,000-point scale). On average, satisfaction with the retail experience among owners of smartphones averages 722, while owners of traditional models have a satisfaction score of 707.

Now in its sixth year, the semi-annual Wireless Retail Sales Satisfaction Study analyzes evaluations from customers who recently had an in-store wireless retail sales experience. Overall customer satisfaction with major wireless carrier-branded stores is based on four factors. In order of importance, they are:

• sales staff (49%)
• price and promotion (27%)
• store facility (14%)
• display (10%)

Results of the study indicate that smartphone owners are more satisfied than traditional handset owners in all factors, particularly with regard to price and promotion-despite paying more for their devices and spending $23 more per month on average for their service.

"In such a competitive landscape and with pressure to increase the share of customers using smartphones, wireless carriers have continued to provide their customers with appealing promotional offerings such as rebates on equipment and discounted unlimited service," said Kirk Parsons, senior director of wireless services at J.D. Power and Associates. "As customers continue to take advantage of these incentives, it is critical for wireless retailers to be knowledgeable about smartphone models and service plans options available and to display a high level of courtesy during the sales process to ensure satisfaction levels continue to improve."