Report

On
Measuring Customer Satisfaction
On iPhone5S

Report
On
Measuring Customer Satisfaction On
iPhone5S
Submitted To
Mr. Maniruzzaman
Chairman and Assistant Professor
Department of Marketing
Bangladesh University of Business and Technology

Submitted By
Erfan Khandaker
ID-11121101009
Intake-26th
Nafizur Rahaman
ID-11121101144
Intake-26th

Bangladesh University of Business and

Technology

Date of Submission: 24/08/2014

Letter of Transmittal
24th August, 2014
Mr. Maniruzzaman
Chairman and Assistant Professor
Department of Marketing
Bangladesh University of Business and Technology
Subject: Submission of a report on Measuring Customer Satisfaction On
iPhone5S.
Dear Sir,
Here is our assignment on Customer satisfaction of Phone5S that you have
assigned us to submit as a partial requirement of the course Consumer
Behavior. Now we have completed the assignment and experienced lots of
problems and enjoyments. To create the assignment we took help from books
and websites. To create an assignment we have faced lots of problems to
collect the information and finally we have managed to complete the
assignment. Without knowing we may have done many mistakes and hope
you will like our assignment.
Cordially yours,
Erfan khandaker and Nafizur Rahaman
ID- 11121101009 and ID- 1112101144
Intake- 26th
Major- Marketing

Acknowledgement
First of all we would like to thanks Almighty Allah for
giving us the strength and capability to complete this
report. Now we would like to express our deepest
appreciation to all those who provided us the possibility
to complete this report. A special gratitude we give to
our honorable course teacher, Mr. Maniruzzaman, whose
contribution in stimulating suggestions and
encouragement, helped us to coordinate our project
especially in writing this report.

Table of contents

LETTER OF TRANSMITTAL.3

ACKNOWLEDGEMENT....4

EXECUTIVE SUMMARY..6
1) INTRODUCTION7
1.1) BACKGROUND OF THE STUDY
1.2) SIGNIFICANCE OF THE STUDY
1.3) SCOPE OF THE STUDY
1.4) OBJECTIVE OF THE STUDY
1.5) METHODOLOGY8

TYPES OF RESEARCH DESIGN

SOURCES OF DATA

1.6) SAMPLING PLAN9

POPULATION
SAMPLE ELEMENTS
SAMPLE FRAME
SAMPLE PROCEDURE
SAMPLE SIZE
1.7) LIMITATIONS.10
1.8) COMPANY PROFILE.11

VISION, MISSION, GOAL, OBJECTIVES

1.9) THEORETICAL ASPECTS.13

2.0) ANALYSIS AND FINDINGS.15
2.1) MAJOR FINDINGS.15
2.2) CONCLUSIONS. 16
2.3) RECOMMENDATIONS.16
2.4) BIBLIOGRAPHY17
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Executive Summery
Out of all the similar cell phone options currently, the iPhones proves to be a better
value over all the rest. Through this report, this conclusion will be evident through
the analysis of:
User Experience.
Hardware Design and Performance.
Applications.
Media Ecosystem.
The opinions of the iPhone5s amongst owners and salespeople.
The analysis of these subjects will prove that the iPhone 5s is the ideal cell phone
upgrade for my purposes: functionality in features, primary camera usage, ease of
use, and prime processing speed. The iPhone 5s proves to be a huge upgrade from
my iPhone 4, which is also important to my conclusion due to my current phone's
outdated features and functionality. All of these phone models would be sufficient
upgrades from the iPhone 4; however, the iPhone 5s is the best option for me.

1)

Introduction:

1.1 Background of the study:

This study was conducted by us, an undergraduate student, for the
purposes of fulfilling a report. The assignment was to compose a full
formal report for a customer satisfaction on iPhone5S. We were to have
five primary sources through interviews with owners, users,
salespeople or technicians and five secondary sources composed of
print or electronic sources. The report is to contain eight parts: a letter
of transmittal, a table of contents, an executive summary, an
introduction, findings, a summary of findings, conclusions, and a works
cited page.

1.2 Significance of the Study:

By measuring the satisfaction level of customers satisfaction of
iPhone5s will literally help new consumers to decide what product of
apple to grab. And it will also help the other researchers to collect
some data from this report.

1.3 Scope of the Study:

In this report we were just focusing on measuring satisfactory level of
consumers of iPhone5s and we have limited our study within owners,
users, salespeople or
Technicians and five secondary sources composed of print or electronic
sources.

1.4 Objective of the study:

To know about iPhone.

To measure satisfaction on iPhone.
To recommend some measure on iPhone.

1.5) Methodology:
It is the systematic, theoretical analysis of the methods applied to a field of
study. It comprises the theoretical analysis of the body of methods and
principles associated with a branch of knowledge. Typically, it encompasses
concepts such as paradigm, theoretical model, phases and quantitative or
qualitative techniques.
A methodology does not set out to provide solutions - it is, therefore, not the
same thing as a method. Instead, it offers the theoretical underpinning for
understanding which method, set of methods or so called best practices
can be applied to specific case, for example, to calculate a specific result.

Types of research design:

It is descriptive research

Sources of data:
We were to have five primary sources through interviews with owners, users,
salespeople or
Technicians and five secondary sources composed of print or electronic
sources.

1.6) Sampling plan:

A sampling plan is a detailed outline of which measurement will be taken at
what times, on which material and by whom. Sampling planning should be
designed in such a way that the resulting data will contain a representative
sample of the parameters of interest and allow for all questions.

Population:
According to one Apple observer, 90 percent of people lined up in New York, San
Francisco and Minneapolis are upgrading from an older iPhone. The finding reflects
both the loyalty of Apple users as well as a U.S. Smartphone market where few
consumers switch from one handset brand to another. The 90 percent upgrade
figure tops that of the iPhone, when 83 percent of those purchasing the handset in
2012 said they already owned an iPhone

Sample elements:
Sample elements of iPhone5s are individual users. If we briefly say it then it
means the one particular customer or consumer who uses iPhone5s.

Sample frame:
Apple inc. did not provide us their sampling frame due to company policy
and secrecy.

Sampling procedure:
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It is a non probability convenience sampling procedure. Randomness is not

the basis for selecting the sample. Generalization is not possible because the
sample is not the representative of population.

Sample size:
Sample size means how many consumer we are targeting to complete the
questionnaire. First 30 customers are the sample size.

1.7) Limitation:
While creating this report we had to face some limitation. We couldnt find
enough of the information from the internet. Apple did not supply all the
information we wanted from them.

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1.8) Company profile

Apple Inc. (Apple), incorporated on January 3, 1977, designs, manufactures
and markets mobile communication and media devices, personal
computers, and portable digital music players, and sells a variety of
related software, services, peripherals, networking solutions, and
third-party digital content and applications.

The Company's products and services include iPhone, iPad, Mac, iPod, Apple TV, a
portfolio of consumer and professional software applications, the iOS and OS X
operating systems, iCloud, and a variety of accessory, service and support offerings.
In March 2013, the Company acquired a Silicon Valley startup, WiFiSlam, which
makes mapping applications for smart phones. Effective July 19, 2013, Apple Inc
acquired Lectionary Inc. Effective July 20, 2013, Apple Inc acquired Hopstop.com
Inc. Effective August 28, 2013, Apple Inc acquired AlgoTrim AB, a Malmo-based
developer of prepackaged software.
In November 2013, Apple Inc bought PrimeSense Ltd. Effective December 2, 2013;
Apple Inc acquired Topsy Labs Inc.
In February 2014, Apple Inc acquired Burstly Inc. Effective April 3, 2014, Apple Inc
acquired Novauris Technologies Ltd. Effective August 1, 2014, Apple acquired Beats
Electronics LLC (Beats).
The Company offers a range of mobile communication and media devices, personal
computing products, and portable digital music players, as well as a variety of
related software, services, peripherals, networking solutions and third-party
hardware and software products.
In addition, the Company offers its own software products, including iOS, the
Company's mobile operating system; OS X, the Company's Mac operating system
and server and application software.

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The Company's primary products include iPhone, iPad, Mac, iPod, iTunes, Mac App
Store, iCloud, Operating System Software, Application Software and Other
Application Software.

Vision,
Mission, Goal, Objectives:

Vision:
Man is the creator of change in this world. As such he should be above
systems and structures and not subordinate to them.

Mission:
Apple is committed to bringing the best personal computing
experience to students, educators, creative professionals and
consumers around the world through its innovative hardware, software
and internet offerings.

Goal:
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Apple's main goal is to make great products, not money, says Jonathan
Ive. The most interesting part of his speech has to do with how he
explains Apple views its mission. In contrast to what many may have
thought, Ive actually argues that high profits are a secondary goal for
Cupertino. The design guru explains that most of the effort is put into
innovating and coming up with great products.

Objectives:

To expand their sales to customers who have not yet own any
Apples products.

To produce hassle free products that provides service and

enjoyment for customers.

Become an online search machine and platform for online

advertising

1.9) Theoretical aspects

Satisfaction:
Customer level of approval when comparing
a product's perceived performance with his or her expectations. Also could
refer to discharge, extinguishment, or retirement of an obligation to the
acceptance of the obligor, or fulfillment of a claim. While satisfaction is
sometimes equated with performance, it implies compensation
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or substitution whereas performance denotes doing what was actually

promised. See also accord and satisfaction.

Satisfaction tools:
Customer satisfaction tools can help you measure satisfaction which can you
insight into ways to achieve high satisfaction, build sticky customer
loyalty and reduce customer churn. With research from right now is showing
that 86% of customers quit doing business with a company due to a poor
customer experience, its important you focus on tracking customer
satisfaction to find ways to increase satisfaction. Managing customers
satisfaction efficiently is one the biggest challenge an organization face. The
tools or methods to measure customer satisfaction needs to be defined
sophisticatedly to fulfill the desired norms. There are following methods to
measure customer satisfaction.

Direct Methods:
Directly contacting customers and getting their valuable feedback is very important.
Following are some of the ways by which customers could be directly tabbed:

Getting customer feedback through third party agencies.

Direct marketing, in-house call centers, complaint handling department could
be treated as first point of contact for getting customer feedback. These
feedbacks are compiled to analyze customers perception.

Indirect Method:
The major drawback of direct methods is that it turns out to be very costly
and requires a lot of pre compiled preparations to implement. For getting the
valuable feedbacks the supplier totally depends on the customer due to
which they looses options and chances to take corrective measure at correct
time. Hence there are other following indirect methods of getting feedback
regarding customer satisfaction:
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Customer Complaints:
Customers complaints are the issues and problems reported by the
customer to supplier with regards to any specific product or related service.
These complaints can be classified under different segments according to the
severity and department. If the complaints under a particular segment go
high in a specific period of time then the performance of the organization is
degrading in that specific area or segment. But if the complaints diminish in
a specific period of time then that means the organization is performing well
and customer satisfaction level is also higher.

Customer Loyalty:
It is necessarily required for an organization to interact and communicate
with customers on a regular basis to increase customer loyalty. In these
interactions and communications it is required to learn and determine all
individual customer needs and respond accordingly. A customer is said to be
loyal if he revisits supplier on regular basis for purchases. These loyal
customers are the satisfied ones and hence they are bounded with a
relationship with the supplier. Hence by obtaining the customer loyalty index,
suppliers can indirectly measure customer satisfaction.

2.0) Analysis and Findings:

The results of this study indicate that for my purposes, the iPhone 5s is the
best cell phone upgrade option. This conclusion will be made from the

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research of price factors and feature factors of the iPhone 5s, the iPhone 5c,
the Samsung Galaxy S4, the HTC One, and the Nokia Lumia 1020.

2.1) Major Findings:

Strong growth in smartphne and tablet markets to boost Apples revenues.

Robust outlook for mobile advertising market provides growth opportunity.
iPhone business continue to increase.
Strongest player in mobile apps market.
Mobile advertising market is forecast to reach approximately $25 billion by

2015.
Increasing demand of online musicand other like cloud based service.

2.2) Conclusion:
The main conclusion that can be drawn is we found to be the most
interesting about Apple is how they are very innovative and early adapters.
Apple is usually the first company to come out with a new product line before
anyone else. This is very risky but it seems to be working to Apples
advantage. This shows that taking risks can sometimes make or break you
and Apple has great potential and has a lot to improve. Currently, Apple is
demonstrating negative aspects of TNCs, contributing to international debt
16

crisis through exploitation of workers. In a way, Apple is promoting debt crisis

in LDCs by accessing their labor and raw materials on the cheapest possible
terms. If it is willing to play the role of a beneficial TNC, the global economy
can certainly benefit. Furthermore, people in the least developed countries,
and the environment, will benefit as well. This requires a change from all
stakeholders: the company itself, the consumers, the shareholders, and the
workers. It is important for a TNC to progress towards beneficial behavior
because this can determine people's view on progressing towards further
globalization, as influenced by neo-liberalism.

2.3) Recommendations:
Through the research conducted in this report, the choice I am making as a
consumer is to purchase the iPhone 5s. I have come up with conclusion for a
number of reasons:
1. The price of the iPhone 5s, for all the features it includes, is fair. Its
competitors are relatively all within the same price range but do not offer the
functionality and ease I prefer.
2. Familiarity with Apple products and the iPhone will make it an easy
transition for me.
3. It boasts the fastest processor in Smartphone history and runs perfectly
with iOS7, which is what has motivated me to upgrade from my current
iPhone model.
4. Its camera is perfect for my purposes: posting pictures to social media,
and a high-grade camera that can take the place of a digital camera.
Although it is not as advanced as the Nokia Lumia 1020s camera, it is
perfect for my purposes and has fun and useful functions.
5. It has the simplest but most useful and functional built-in features for my
purposes.

2.4) Bibliography:
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Much of the information for this site came from the following:
Goodell, Jeff. "The Rise and fall of Apple Inc." Rolling Stone issues 731, 732
Moritz, Michael, the Little Kingdom: The Private Story of Apple
Computer. New York: William Morrow and Company, 1984.
Levy, Steven, Insanely Great: The Life and Times of Macintosh, the Computer
That Changed Everything. New York: Viking, 1994
Many of the pictures came from Upgrading and Repairing Macs which was
published in 1994 by Que Corporation. Some pictures came from Apple Facts
Online (which is no longer available), some from the Rolling Stone article.
Other pictures came from Apple Design: The Work of the Apple Industrial
Design Group, (Kunkel, Paul. 1997, Graphic) a truly great book. They are all
public domain to my knowledge.

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