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Apple Management Case Study

In: Business and Management

Submitted By thienle147
Words 1580
Pages 7
Suffolk University
Thien Le
Apple iPhone 6 & 6 Plus

Managing for quality is one of the most important issues that a firm has to take care of to sustain and grow its business. The overall quality of products plays a big role in brand reputation and reliability as well as in the improvement of customer satisfaction. As a “big guy” in the manufacturing of electronic devices, Apple has separated itself from other players by creating a high quality standard derived from its brand positioning that is rooted in the company’s culture. Every product has to go through a whole set of processes to make sure that it meets the highest standard of quality. Even though they are mass-produced, its products are detailed in a way that makes them look like they are finely crafted. All the products are integrated to insure that they are easy to use with minimal after-sale support. To make those things possible, suppliers of Apple are carefully selected and tested to ensure that they are able to conform to the standards set up by the company. The quality of products is evaluated based on internal and external quality metrics such as level of customer satisfaction and design conformance. Below is the result of an official survey conducted in 2013 on smart phone customer satisfaction by manufacturer which Apple was on the top.

Apart from product quality, Apple also focuses on service quality. It provides Apple users with advice and technical support through its physical and online infrastructure if your devices are experiencing any technical issue. Apple’s staff working in its retail stores is trained to interact with customers in a friendly and supportive way. They understand that high level of satisfaction is essential to making customers loyal to their brand and products.
Despite the efforts put into quality management, problems still find their ways to come. Before…...

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