Apple Retail Store
By Carrie Reynolds
on
May 23rd
In
Service – Customer Intercepts/Tracking Background – – Apple Computers Enhance Service. To gain a comprehensive understanding of the customer who visits the genius bar. Specifically, the reason or nature of the visit and its impact on customer behaviors and his / her purchase decision process. Methodology – Consumers were intercepted at all Apple Stores after they had received service from the Apple Genius Bar. One-to-one interviews were conducted in four of the Apple Stores with approximately 100 surveys completed for