Apple's Introduction

Chapter 1
Introduction:

      1.1 Research Aim

The research aim for this report is to conduct an empirical assessment of customer needs that have the potential to contribute to customer satisfaction on Macbook.

      1.2 Essentiality of this research

Since the world is more and more globalized, industries such as the computer industry are facing intensive competitions. Customer satisfaction is a key issue to consider while companies want to remain or increase their market shares. The definition of customer satisfaction in a business term is that ‘A measure of how products and services supplied by a company meet or surpass customer expectation’.
The reason of choosing Macbook as a target product is that it is a representative product in computer industry. With the eye-catch appearances and newest technologies, Macbook has become the first choice of many customers, the analysis of customer satisfaction on Macbook will be based on Kano model. The Kano model is ‘a theory of product development and customer satisfaction developed in the 80s by Professor Noriaki Kano which classifies customer preferences into five categories: Attractive, One-Dimensional, Must-Be, Indifferent and Reverse’. The previous researches have been done about Macbook are associated with market shares, market prediction or market positioning, but no one has researched about the customer satisfaction of Macbook based on Kano model. Therefore, it provides a rationale for this research.
      1.3 Structure of this report
Waiting for the rest of report………
In the next chapter, the background of Apple incorporated company will be mentioned.
Chapter 2
Background:

Apple incorporated company was founded in 1976, its first personal computer called Apple 11 was launched in 1977, until now the global market share for Macbook is 3.8%. According to ACSI (American Customer Satisfaction Index), in 100 points scoring system, Macbook has gained two more points in 2010, and its total score is 86... [continues]

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