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You searched Library Catalogue - Title: TQM for sales and marketing management
Call Number (WOU) SP CEMBA 2011 82
Author Tan, Chew Siang
Title Study of consumers loyalty towards Apple products (iPhone and iPad) / Tan Chew Siang
Abstract The purpose of this study is to investigate the customer loyalty towards Apple and its products and seek to find out as to why consumers maintained so loyal when it comes to Apple. Consumers have been found to be queuing up outside Apple Store during its products launch –e.g., iPod, iPhone, iPad, etc., - just to be the first to lay their hand on the product and be the proud owner of it. The study looks into Apple’s branding, its perceived value, quality, technological advancement and innovative of its products as well as the charismatic of its CEO, Steve Jobs. Surveys were carried out with questionnaires and respondents provide their feedback as to why they preferred an Apple iPhone/iPad. The data collected were then analyzed to provide a summary of findings, recommendation and conclusion on the loyalty showed by consumers on their beloved product, which are the iPhone and/or iPad, so that the strategy and lessons can be learned to be adapted to other organizations
Notes Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
Publisher/Year Penang : School of Business and Administration, Wawasan Open University, 2011
Physical Description 100p.; 30 cm.
Subject Wawasan Open University -- Dissertations
Subject Customer loyalty -- Malaysia

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