Question

Sushon phones were introduced into the Ghanaian market in December 2017 despite the many claims that were made by the Trust Electronics, the distributors of the phones, it has become clear that there are quality issues with the equipments.

1) Using your understanding of the dimensions of quality, explain any challenges that the phone may be faced in terms of quality.

2) Describe four ways by which the manufactures of the phone can improve their reliability.

3) Discuss any two(2) consequences that trust electronics may face if they fail to improve the quality of their phones

Answer 1

The Dimensions of quality refer to the parameters on which the quality of any device or equipment is analyzed. There are eight dimensions of quality which can be used at different levels of organization to analyze quality characteristics:

• Performance
• Features
• Reliability
• Conformance
• Durability
• Serviceability
• Aesthetics
• Perceived Quality

Let's understand probable quality issues with Sushon phones:

• Low quality of hardware: The hardware of any mobile comprises of its motherboard, sensors, micro chips etc. It is one essential part which should be of top notch quality in order to ensure a smooth functioning of mobile equipment. Sushon phones must have used low quality hardware which causes several problems in a mobile like low battery life, freezing of phone, slow processing etc.
• Low quality of Battery: Battery is something which keeps the phone up and running. Poor quality of battery can damage phone and can also harm its user. Sushon phones might have used low quality of battery which creates problems like quick drainage of battery, slow charge and sometimes battery explosions too.
• Poor camera performance: These days’ people prefer buying high resolution camera phones instead of buying cameras individually. The reason is that mobile device can be used for several other purposes along with using it as a camera for capturing images and shooting videos. With the increasing use of internet high quality camera phones are the need of the hour. Sushon phones might have compromised on ensuring a high quality camera in their mobile phones.
• Poor display quality: One of the major challenges which Sushon phones might have faced in terms of quality can be poor display quality. It leads to many problems in a mobile like unclear pictures, low sun visibility, can harm user's eyes etc.

How the reliability can be improved by the manufacturers of the phone:

Reliability is something which can be associated with the terms like trustworthiness, high performance, and best quality on a continuous basis for any company. Especially for a mobile company it is the degree to which a consumer can entrust and rely on your mobile. Reliability can be improved in a following manner:

1. Use best quality: Quality can bring you a maximum reliability from the customers, ensuring using high quality hardware, software or spare parts can help to win reliability from the consumers. Sushon phones should never compromise on quality while manufacturing phones as we are living in an era where consumers want durability and reliability in their mobile phones and are willing to pay a price for that.
2. Investment in research and development: Mobile phone industry is a field of innovation and research, company who innovates has a competitive advantage over the others. It also helps you to become more reliable and durable as people these days want to be technologically forward and upgraded. Sushon phones can invest in their research and development to stay ahead from competitors and be more reliable on innovation front.
3. Training and development of sales team: Training of sales team is one of the most important components in order to maintain reliability in the market. They are the face of the company in the market and stores. They can educate consumers about the mobile phones in a way that they start relying on the brand. They should treat consumers in a way that they get connected instantly to the brand and become brand loyal.
4. Brand ambassador: Brand ambassadors refer to famous personalities endorsing your brand in the market through different marketing and advertising techniques. Sushon phones can make a reliable Ghanaian personality their brand ambassador which will help them to bring back the lost trust on the brand and will also ensure reliability, as people listen to people who are trustworthy and reliable.

Consequences that trust electronics may face if they fail to improve the quality of their phones:

1. Loss of customers: Trust electronics failure to improve the quality of their phones will result in loss of customers as well as loss of market share for them. Consumers won't be able to trust them as a brand and will never buy anything from them. The survival in the market will become questionable as they won't be able to sustain their operating costs and expenses.
2. Loss of Consumer's trust: After failing to improve the quality of their phones trust electronics will lose out the trust and brand loyalty which they have in the market. This will also affect other products and services which they offer and people will also doubt the quality of those products as well. There will be a shift of consumers from their brand to the competitor brand which will result in loss of enormous sales and revenue.