Facing quality crisis - The touch screen problem of C brand company A2 mobile phone

• Main Authors: YA-LUNG YANG, 楊雅龍
• Other Authors: Ruey-Huei Yeh
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/3jr37g

碩士 === 國立臺灣科技大學 === 工業管理系 === 107 === This case describes a quality crisis in which an own brand mobile phone company faces a customer complaint that the new product has a quality issue, resulting in a decline in the market share of sales volume for eight consecutive months. The crisis management capability of the high-level managers of this case company is also facing challenges. When this case company found that the product innovation was accompanied by the quality issue, it began to argue with its supplier about responsibility, but could not solve the problem without consensus. This shows the importance of supplier management. The case company has not resolved the quality issue complained by the customers, which has affected the willingness of other consumers to purchase this case company's products. It must seek root causes and solutions through quality management. As the quality issue of the product has affected the customer's rights and interests, the customer complained about the quality issue of the product and made negative comments on the online forum. This case company must actively understand customer satisfaction and understand customer needs as a goal of continuous improvement.