Apple Business Management Case Study

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Business Management 3A Assignment Question 1 Quality of a product or service is its ability to use its characteristics in order to satisfy needs. (Bozarth & Handfield, 2013:126). How well the characteristics of the product or service are determine how the quality is judged and how successfully it aligns with the user’s needs; this is known as value perspective. (Bozarth & Handfield, 2013:126). Conformance perspective looks at whether or not the product or service did what it was intended to do successfully. (Bozarth & Handfield, 2013:126). Therefore, from the 3 definitions above, it is clear that customer feedback determines how successful a company’s product or service is with regard to its quality and how satisfied it has made the customer…show more content…
This score resulted in the conclusion that Apple’s customer service and support is considered disappointing. This data was collected from 2009 to 2016 on the customerserviceboard.com website. Many of the complaints towards Apple were regarding their poor tech support and customer service in situations whereby the customers were given a timeframe for repairs to be done to their devices, which the company did not meet. However, all the positive comments that were shared seemed to be more towards a particular employee that was helpful to the customer. It is clear that Apple products are of a high quality due to their market share and premium technology, however, the standards the company has put in place for dealing with customers queries and grievances are not balancing with the actual customer support presented when a customer needs help (such as with screen replacing and minor phone damage that many of the customers experienced according to the customer feedback shown). Therefore the customers’ impressions of the Apple brand are good but the tech support and customer service is poor and lacking. Therefore Apple has quality products but seems to have poor service…show more content…
It was also revealed through the customers that the company’s support agents are not delivering a service to the customers that are supposed to help the them; the complaints are centred around the support agents only being able to read from ‘a script’ and say ‘I’m sorry’ all the time and all being located in India (which costs the customer a lot of money to stay on the phone with for extended periods).No actual help to the customers are extended as a result of the above mentioned. This leads to many of the customers wanting to leave behind Dell to look for quality from other competitors. According to consumeraffairs.com (2016), Dell has received 1 out of 5 stars from 334 rating from the customers’ complaints and
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