Apple revises iPhone replacement policy in South Korea
Customer satisfaction is a measure of how products and services supplied by a company meet or surpass customer expectation. When customers have high expectations and the reality falls short, customers will be disappointed and will likely rate their experience as less than satisfying.
In South Korea, many customers were unsatisfied with Apple’s iPhone replacement policy. To address complaints about the handling of faulty devices, Apple agreed with S.Korea’s fair trade regulator to revise its replacement policy for Korean iPhone users.
Customers had expressed dissatisfaction over the company’s policy of handing out refurbished units as replacement for brand new iPhones. Korean iPhone buyers complained that even though its service warranty states customers can get refunds, new phones or free repairs, Apple only gives devices refurbished with used parts when there are problems with the product. Last year, Apple’s Korean unit was sued by a 13 year old user of the iPhone for not providing provide free repairs.
The fair trade regulator summoned Apple’s senior director for iPhone service Farrel Farhoudi to discuss complaints.
It has been agreed that customers who find defects in their iPhones within a month of purchase will receive new devices instead of refurbished ones. They will now be able to get free repairs or refunds.