In the recent years, the mobile phone from analog era to the 2G era and more to 3G, mobile phones is not only a single kind of communication products, but also it became an integral part in daily life. Advances in hardware and the popularity of telecommunications providers to provide 3G network service, makes smart phones became convenience and functional. It brings consumers a new experience. In June 2007, Apple led the launch of the iPhone. Its intuitive touch interface, multi-application software, and humanness designs, coupled with value-added services to mobile carrier model, and combined Internet community effect, creates a leading mobile company. Consumers still demand for the smart phones, and drive to the multi-function in the compound-oriented. Thus, a powerful portable devices become a must need. However, in varied mobile phone manufacturers, the most representative product is iPhone. In order to understand the niche market, we have to study the customer loyalty. And, we create literature related subject and conceptual framework for the iPhone users. In the study, the main structures are how customer satisfaction, brand identity and customer lock-in affect the customer loyalty. And, we will discover the co-related factors of the main frame. However, the point of view for the iPhone user will be also considered if the customer satisfaction (affection) will influence in customer loyalty. The affection factors will be considered as perceived usefulness, ease of use, compatibility and enjoyment. Last, w will reveal the analysis result and implication management.

Background - Multiple studies within different industries have shown that the majority of innovations adopted by organizations partly or completely fail, in the critical stage between the decision to use the innovation and its routinization. In the pursuit of understanding what makes innovation implementation fail or succeed, previous research has examined innovation implementation as a rather static process within single dimensions. We therefore still know little about what is beyond the implementation other than routine use, meaning that other outcomes have been overlooked. Purpose - Expanding on the dynamic view within innovation implementation literature beyond routine use by exploring how and why unintended outcomes form. Methodology - Inductive, qualitative methodology based on a single case study at Saab AB. Data were collected through a total of 13 unstructured and semistructured in-depth interviews to map the implementation process of Model Based Definition (MBD). Findings - By understanding innovation implementation as a dynamic process of mutual adaptation we found that when an organization implements an innovation, unintended outcomes may arise from Unreasonable expectations, Obstructed adaptation, Underestimated need for adaptation, One-way adaptation and Over adaptation. Our research has thereby highlighted the importance to not only consider if but also how an innovation is implemented.