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As previously mentioned Apple’s systemic product design provides value to customers in regard to the usability of their devices and superior user interface. Pynnönen, et. al. (2011) suggests that systemic value represented in customer value creation stems from the idea that in order to exceed customer expectations and beat the competition a firm must offer something that the customer perceives to be of greater value. As stated, for Apple this happens to be the design of their user interfaces and the similarity between the different devices which allows customers 15
INTERACTIVE LEARNING PROJECT - APPLEto easily transition between different products with very little confusion and/or learning curve (2011). For a company, such as Apple, who understand the importance of providing customer value they are in a much better position to compete within the market place and retain customer loyalty. Customer SatisfactionCustomer satisfaction has been a priority at Apple since Steve Jobs returned in 1977. Thecompany has shown consistent commitment to provide the best user experience and service to their customers through innovative trendy devices supported by functional easy-to-use software all aimed at ensuring that customers are satisfied completely (Johnson, et. al., 2012). Some, suchas Denning (2011) even suggested that Apple happens to be more concerned with customer delight than with satisfaction. Customer delight, rather than satisfaction would seem to be a more appropriate goal given the “strenuous competitive conditions” within the industry (2011). Apple’s exponential success in the mobile phone market and over their competition is a great example of where simple customer service is simply not acceptable and in-order to “maintain high margins and thrive, you will need customer excitement and delight” (2011). In a recent article in Forbes, Apple was lauded for having a 97% customer satisfaction rating for their famediWatch based upon a survey over over 800 users. Even though the iWatch has received some criticisms from so called tech experts, customers overwhelmingly showed their approval (Santus,2015). The praise doesn’t stop at the iWatch; Ewan Spence (2016), also from Forbes, recently reported that customer satisfaction among iPhone users was at an all time high and was certainly represented of Apple commitment to customer satisfaction, or maybe delight is a better term. 16
INTERACTIVE LEARNING PROJECT - APPLEQualityApple’s commitment and successful customer satisfaction results would not be possible without the ability to design and manufacture quality products. Through their product lines, “Apple emphasizes quality and accessibility” and furthermore, the company considers customer satisfaction and the production of a quality product to be their highest priorities (Gupta, et. al., 2013). Due to the increased cost related to the production quality products, Apple product are higher priced than their competitors on average; however, many customers denote a clear