Abstract
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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
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