Apple Inc is one of the most noted and reputed software companies of the world. It is considered to be one of the biggest manufacturers of ace software products. It is one of the most prestigious global brands which is given a lot of importance to the aspect of customer satisfaction. This is more than evident from the kind of operations which is ongoing in the Melbourne retail store of Apple Inc. In fact it can be said that it is due to this niche attention that has been provided to the said aspect leading to the growth and the development of the company. This is the very fact that has helped the brand to attain such a lot of success and prestige on a global basis and the brand of Apple Inc happens to be one of the most prestigious brands of the world (apple3, 2016).
In the current discussion we will be analysing the existing literature on the said concern that shall highlight the fact that Apple Inc has always given a lot of importance to the aspect of customer satisfaction, a trend that will be evident from the operations of the retail store of the brand in Melbourne
According to Joe Rossignol (2016), Apple Inc, is a brand that has a global repute. It is considered to be at par with the other brands such as Samsung, Lenovo etc. In the past years it has been seen that the brand did have a great index or statistics of customer satisfaction. Apple Inc. has been in the rat race with the other reputed brands that have been mentioned. However the reports and the survey calculations of the year 2016 have proven the fact that the management of the company have been giving a greater importance to the perspective of customer satisfaction. As a result of the same it has been seen that the brand has attained a much higher customer satisfaction as compared to Samsung and some of the other renowned worldwide brands. This is a direct indication of the fact that the company gives a huge importance to the aspect of customer satisfaction (Rossignol, 2016).
According to Ben Lovejoy (2016), the trends here the management of the company has revealed the trend that the research and development activities and plans of the company are often based on the customer feedback that are received from the retail outlets of the company,. This is something that can be correlated with the information that has been attained from various Apple Inc retail outlets all across the world. One of them also happens to be the Apple retail outlet in Melbourne (Lovejoy, 2016).
According to Jim Woods (2007), it seems that there is a very diligent process through which the customer feedback is taken on the various Apple Inc devices and software’s that they have been using. In the same feedback suggestions are asked for from the customers that could be taken up by the company for bringing an improvement in the services and the products of the company. This is a very direct and a clear indication of the fact that the element of customer satisfaction happens to be very important for the company. In this context it can also be said that this is the basic dint on which the developmental and the growth strategies of the brand are drawn and developed. It will be quite exact to say that since this is the guiding philosophy of the company it has been able attain its current position (Woods, 2007).
According to Katherine Johnson, Yang Li, Hang Phan, Jason Singer and Hoang Trinh (2012), the Melbourne Apple outlet has followed the theory and the strategy of the company management as per which the company happens to be collecting the feedback from the customers so that their products and services can be improved. In this context we see that the retail outlet has developed a special form that is given out to each of the customers. This form happens to be mandatory for those customers who have made a purchase of any item from the company. In this case we see that this is a practise that gives a great deal of importance to the aspect of the opinions and the ideas of the customers. The customers are asked about the features and the benefits of the Apple Inc products. This provides the management of the company with a great information gamut that gives the idea about the way their products are being accepted in the market. This entire project is a conscious effort on the part of the management of the company (Johnson et al., 2012).
According to Killian Bell (2016), it clearly indicates at the theories and the vision of the company that the customers happen to be the important elements. It is on the dint of the customers and their feedbacks and their reactions for the products of the company that clearly allows the company to enjoy their dominant position in the global market. Hence the aspect of the customer satisfaction and their opinion about the products of the company happens to be so very important for the management. This is the philosophy that is given out to all the retail stores that are opened across the world. The same can also be seen in the functional pattern of the Melbourne retail outlets of the brand. In this case it is clear that all the developmental projects of the company are done with the customers and their satisfaction kept in mind. This helps the company to attain a continued success in the market (Bell, 2016).
As per the Changewave (2007), it can be said that the management of the company has taken the whole aspect to a different level as well. In the recent times the management of the company is no longer happy and content with the aspect of customer satisfaction. In fact it is just no longer enough to satisfy the customers. What matters the most is customer delight. The new motto of the management of the company is to delight the customers of the brand that can bring greater success to the brand on a global basis. In this context it can be said that the brand is looking ahead to make the customers of the brand really delighted and awed by the products and the services of the company. This is one of the main reasons why the brand is looking to make new breakthroughs in the field. This is a fact that shall help the company to attar and allure the customers in the best possible manner. In this context it has been seen that the management of the company has been designing new strategies as per which they are trying to provide their customers something new every time they come to the retail outlets of the brand of Apple. Hence it is not just the quality of the product and the features that they are offering, but the other aspects are also being looked into. The entire experience of visiting the retail outlet has to be special one. Hence new offers and schemes are being drawn and new strategies are being made that can attract the customers better (Changewave, 2007).
According to Micah Solomon (2016), the managements and the marketing team of the company happen to be in a loop with the retail outlets of the company. In this loop we see that the company is asking the real brand to be very sure of the kind offers and the services that they are providing. Each of the customers has to receive a personalized attention and again they must be attended with care and respect (Solomon, 2016).
According to Tom Krazit (2008), the aspect of quality is very important for the management of the company, Apple as a company has always been keen to provide the most competent quality to their customers. This ensures that the customers get the value of the money they happen to be spending on the products and the services of the company. This is very important for the success of the company. In fact this is one of the aspects that have helped the company to attain success in the company. This is something that can be easily seen in the operations of the retail store Melbourne. In this context we see that the brand has never compromised on the aspect of the quality and hence can be associated with trust. In fact one can say that the elements of trust and that of customer satisfaction happen to be two sides of the am coin. This theory is taken to be the final truth for the operations of the brand if Apple (Krazit, 2008).
All the authors that have been discussed in the above part of the discussion deal with the world of fast changing technology and its various components. The opinions from the authors have clearly indicated at the fact that customer satisfaction, or further still customer delight is an aspect that drives the business strategy of Apple Inc. However the concern of customer delight has been discussed from various aspects. On certain situations it has been discussed as the moving principle of the business tactics. Again in other cases it has been decided to be the guiding principle that leads the research and developmental endeavours of the company. Again according to M. Solomon customer satisfaction serves as an index that can help the marketing department to design more aggressive campaigns. The same has been mentioned or opined by Change wave where we see that the strategy of attaining customer delight is being served the maximum attention. Again it indicates at the business strategy of the company. Quintessentially it can be said that all the authors unanimously agree to the fact that the aspect of customer satisfaction is the best index that can relate to the aspect of the acceptability of the brand in the market. Again it shall indicate at the changes that should come in the company for betterment in the future. This is something that will help the company to penetrate better into the market and attract a better gamut of customer in the future.
The authors have dealt with the aspect of customer satisfaction and its importance in apple from different levels. The major deciding point will be the chosen retail shop in Melbourne. The opinions and the literature also suggest that Apple is working in a closed circuit where the main management is in a close liaison with the rest of the retail outlets. It indicates at the business plans and designs of the company. It shows and reflects the centralized control within the company that is driving the entire organization and all its stakeholders towards one direction – attainment of maximum customer delight.
On a final note it can be said that the analysis of the literature that is present on the current topic clearly indicates at the fact that the company of Apple Inc gives a good amount of importance to the aspect of customer satisfaction. This is clearly stated from the way its various retail outlets are operating across the world. The example of the retail outlet of Apple in Melbourne tells us that the brand gives a lot of importance to customer satisfaction. In fact we see that the company is increasingly aiming to attain customer delight. This is highly important since on the basis of the same company happens to be planning its development in the future years. All the projects of development and growth that is happening in the company are done from the perspective of how the same would be received by the customers. End of the day it will not be too wrong to assume that the company’s all new projects depend on the way they are being received by the customers in the final market.
apple3, 2016. Customer satisfaction. [Online] Available at: https://www.apple3.org/Documents/Manuals/a3sosrm.pdf [Accessed 04 April 2017].
Bell, K., 2016. Apple beats Samsung in customer satisfaction, but only just. [Online] Available at: https://www.cultofmac.com/431103/apple-beats-samsung-in-customer-satisfaction-but-only-just/ [Accessed 04 April 2017].
Changewave, 2007. The Apple iPhone and Consumers. [Online] Available at: https://www.changewave.com/assets/alliance/reports/iphone_20070810/iphone_20070810.pdf?ncid=txtlnkusaolp00000618 [Accessed 04 April 2017].
Johnson, K. et al., 2012. The Innovative Success that is Apple, Inc. [Online] Available at: https://mds.marshall.edu/cgi/viewcontent.cgi?article=1420&context=etd [Accessed 04 April 2017].
Krazit, T., 2008. Apple customer satisfaction scores gain. [Online] Available at: https://www.cnet.com/news/apple-customer-satisfaction-scores-gain/ [Accessed 04 April 2017].
Lovejoy, B., 2016. Apple beats Samsung by just one percent in American Customer Satisfaction Index. [Online] Available at: https://9to5mac.com/2016/06/01/american-customer-satisfaction-index-apple/ [Accessed 04 April 2017].
Rossignol, J., 2016. Apple Edges Samsung to Top U.S. PC Customer Satisfaction Survey for 13th Consecutive Year. [Online] Available at: https://www.macrumors.com/2016/09/27/apple-tops-pc-customer-sat-13th-year/ [Accessed 04 April 2017].
Solomon, M., 2016. Is Customer Satisfaction Useless? (Let's Ask Apple And Nordstrom.). [Online] Available at: https://www.forbes.com/sites/micahsolomon/2016/12/05/is-customer-satisfaction-useless-lets-ask-apple-and-nordstrom/#1f83fa295b81 [Accessed 04 April 2017].
Woods, J., 2007. Apple's iPhone Builds Huge Lead in Customer Satisfaction. [Online] Available at: https://seekingalpha.com/article/50765-apples-iphone-builds-huge-lead-in-customer-satisfaction [Accessed 05 April 2017].
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