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Question 1 – Marketing Management
Zeithaml Parasuraman, and Berry have identified dimensions of quality service. They are: 1. Reliability – the ability to provide dependably and accurately what was promised, 2. Assurance – the knowledge and courtesy of employees, and the ability to convey trust and confidence, 3. tangibles – the physical facilities and equipment and the professional appearance of personnel, 4. empathy – the degree of caring and individual attention provided to its customers and 5. responsiveness – the willingness to help customers and provide prompt service. Describe how “Apple” might deliver each of these dimensions to its customers. Is the company better at delivering some of these dimensions than others?
Expert Answer
Solution
Following are the ways how Apple might deliver each of the given dimensions to its customers-
1. Reliability:
As defined reliability is the ability to provide dependably and accurately what was promised. In the wide range of Apple products, reliability is attained by knowing the customers’ expectations. Once the anticipation of the market is identified, its resources like tech support and other knowledgeable staffs work efficiently to come up with a product that precisely meets the customers’ hopes.
2. Assurance:
Being in business for so long and meeting customers’ expectations has proved the efficacy of the employees. It is the consistency of providing reliable products to its customers that has increased the faith and conveyed trust on the brand.
3. Tangibles:
The manner in which the Apple product is portrayed, it gives an extensive insight of the faces that has made it all possible. All the knowledgeable inputs coming from the personnel that prove to be apt to the customers’ requirement depict the intellect of the one who has created it.
4. Empathy:
It is not just by creating a product where the business responsibility comes to an end; in fact it is the point of start. Although the product is a brainchild of experts working on it, but the reason it is born is the need created for it by the customers. Hence catering to their requisite is the core of any business.
5. Responsiveness:
After sales service is a gesture to convey to the customers that the organization cares. The responsibility does not end once the supply is made or the product is sold. But to be available for glitch that might crop up post sale of the product. Willingness to extend help and provide prompt service is one of the ways.
To sum up, Apple as a brand is reliable, as its tangibles not only assures quality but believes in extending empathy to its customers by being responsive to their needs.
Apple definitely delivers each of the dimensions and its brand value in the market as compared to any of its competitors speaks for itself.
