Apple "Bendgate" crisis
Review the crisis communication case studies in both the Lachlan and Liberman texts.. (Links to an external site.) (Links to an external site.)
In the Apple "Bendgate" crisis, the company faced a variety of challenges, including a component called Technology-Image Expectancy Gap Theory. In at least two brief paragraphs (30 to 50 words each):
1 -- Define and provide an example of the Technology-Image Gap Theory, other than "Bendgate."
2 -- Discuss how Apply was effective or not before, during and after the communication crisis.
Sample Solution
The Technology-Image Expectancy Gap Theory states that the capabilities of a certain technology can often not be up to par with what the customer expects, leading to a discrepancy between customer expectations and actual technological performance. An example of this would be when Apple released their iPhone 6 in 2014 with an antenna design that affected users’ ability to make phone calls; even after Apple implemented changes, some users still found it difficult.
The Technology-Image Expectancy Gap Theory states that the capabilities of a certain technology can often not be up to par with what the customer expects, leading to a discrepancy between customer expectations and actual technological performance. An example of this would be when Apple released their iPhone 6 in 2014 with an antenna design that affected users’ ability to make phone calls; even after Apple implemented changes, some users still found it difficult.
Apple was successful before the crisis began by setting realistic expectations for its products and managing customer relations accordingly. During “Bendgate”, Apple responded quickly and publicly addressed the issue on social media platforms, issuing statements about how they were working on addressing any issues as soon as possible. Afterward, Apple also took steps to increase transparency in their product testing process so as not to have similar issues arise again. This allowed them to maintain customers’ trust and confidence in their products despite the negative press surrounding “Bendgate”. Overall, while there were some mistakes made during this incident due to an unforeseen issue with their product design, Apple handled it well and worked efficiently towards resolving it.