This will help Apple and other companies in coming up with strategies to tackle such declines.Customer satisfaction is crucial in creating customer loyalty. It is therefore necessary for any Apple as well as any other company to make their customer happy so as to build their satisfaction (Mao, 2010, p. It has been advocate world-wide over the recent decades due to stiff competition arising from globalization. Brooks and Dunn (2011, p. 14), found that Apple customers are greatly satisfied with iPhone as well as its functions because the company has been successful in designing the product after carrying out an in-depth market analysis. As a result, Apple succeeded in launching a distinctive and highly attractive product, which has provided a sustainable competitive advantage to the brand.In order to influence the buying behaviour of their customers, the company has to deliver exceptional customer service experience, which will enhance its brand image in the specific industry segment. Even though Apple has succeeded in this, Hodgkins (2014) maintains that the company is currently losing ground in their customer satisfaction department due to intense competition, making it to fall behind Sony, Microsoft, and Samsung. According to Hodgkins (2014) the main reason for the loss in ground by Apple is due to the lack of a solid retail chief. Even though Apple has been known for quite some time for its extreme brand loyalty as well as stellar customer service experience, a recent Forrester Research customer experience survey indicates that it is no longer the leader in this area (Hodgkins,. IPhone Customer Satisfaction.
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