Apple customer satisfaction

In last year’s American Customer Satisfaction Index, Apple and Samsung were neck-and-neck at 80%. In this year’s results, released today, Samsung has retained last year’s score while Apple has just edged ahead at 81%.

Apple moves up 1% to take sole possession of the industry lead at 81, just ahead of Samsung, unchanged at 80. Lenovo’s Motorola recedes 3% to 77, as does HTC (75), while LG remains at 74. Microsoft Mobile, with both Nokia- and MS-branded phones, dips to 74, followed by the smaller manufacturers, which edge up 3% to a combined score of 73.

Despite Apple winning out in overall satisfaction across models, it didn’t quite manage the top spot when it comes to specific models …

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The American Customer Satisfaction Index saw Apple take the top spot in the personal computers category for the 10th year running, with its score of 87 a full eight points higher than the industry average. Apple, which scored one point higher than last year, has topped the ranking since 2004.

The ACSI includes tablets in its ‘PC’ category, so the scores reflect both Mac and iPad. Factors feeding into the scores include customer expectations pre-sale, perceived quality, perceived value, customer complaint incidents and customer loyalty.

The iPhone took the top slot in the JD Power customer satisfaction survey for the ninth consecutive time back in March, and both iPhone and iPad even managed to beat Samsung on its home turf of South Korea.

The American Customer Satisfaction Index, a large-scale annual survey of consumer satisfaction across a wide range of products, shows that Apple retained the top ranking, but Samsung closed Apple’s lead from 12 points to just five …
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