America’s Satisfaction With Televisions Ranks Atop Major Product Categories
Customer satisfaction with television sets rated a score of 80 out of 100, topping household appliances, laptops and tablets by 1 point in the newly released American Customer Satisfaction Index (ASCI) 2021-2022 report.
As a measurable category, television sets made their debut in the report “at the top of the index” earning “Best in Class,” according to the ACSI study announcement.
The ACSI concluded that “customer satisfaction with televisions is sky high.” Other high-ranking categories to appear in the report included, the food manufacturing and full-service restaurants which also received ACSI scores of 80.
The ACSI Household Appliance and Electronics Study 2021-2022 is based on interviews with 9,271 customers, chosen at random and contacted via email between July 2021 and June 2022 with the exception of televisions (collected April-July 2022).
The ACSI reporting is available to follow on LinkedIn and Twitter at @theACSI.
The ACSI is a 25-year-old institution measuring American consumer satisfaction with various product categories and individual brands within those categories. Using a scale of 0 to 100, the ACSI measures and analyzes customer satisfaction with more than 400 companies in 47 industries and 10 economic sectors, including various services of federal and local government agencies.
As a television brand, Samsung stood supreme in the category’s first appearance. Samsung dominated TV manufacturers with a score of 83, ACSI said. LG and TCL were next, scoring 80 apiece. A group of smaller TV makers along with Hisense and Sony scored a three-way tie just below the industry average at 79. Vizio finished last in American TV satisfaction with an ACSI score of 77.
“Americans love their TVs, and while the industry has not been immune to supply chain issues, shoppers continue to look for better features and bigger screens,” stated Forrest Morgeson, Assistant Professor of Marketing at Michigan State University and Director of Research Emeritus at the ACSI. “Indeed, ACSI data show that the television industry receives its top mark for screen size, just ahead of image quality. Overall, televisions dial in at an ACSI score of 80 – the apex of the Index for customer satisfaction – with Samsung ranking number one among manufacturers.”
As for previously measured categories, customer satisfaction with household appliances notched up 1 point to 79 out of 100 to tie the category of PCs/laptops/tablets, which remained stable in the period, the ACSI said.
Individually, Americans’ satisfaction with desktop computers rebounded, moving up 3% for a score of 80, ACSI said. This improvement put desktops in first place, as laptops and tablets both scored 79 — the former inched up 1% and the latter surged at 4%, the group said.
Within the segment, Apple fended off Samsung in the PC market, as Amazon “became a legit contender for tablets,” the ACSI said. Apple (unchanged at an ACSI score of 82) still leads the personal computer industry, but competition is getting heated.
Samsung moved into second place by improving 3% to reach a score of 81. Five companies showed in third place at 79, including Amazon, which “skyrocketed” 7% year over year, along with Acer (unchanged), Asus (up 3%), Dell (up 1%), and Lenovo (up 1%), the ACSI said.
Meanwhile, HP dropped below the industry average, slumping 3% to 78, while the group of smaller PC makers remained at the bottom despite increasing 4% to 77.
In the area of PC software, customer satisfaction with software for desktops and laptops improved 1% to an ACSI score of 78 thanks, to smaller companies.
The group of smaller software makers saw their score continue to rise 3% to reach 79, while industry giant Microsoft continued to decline, slipping 4% to a score of 73.
As for the household appliances category, the ACSI said the LG brand scored “Best In Class.”
Customer satisfaction with major household appliances – including washers, dryers, dishwashers, refrigerators, ovens, and microwaves – rose 1% to an ACSI score of 79.
Individually, the LG appliance brand rose 3% to score 81, while a logjam for second place appeared with the group of smaller appliance makers (unchanged) tying four manufacturers at 79: Electrolux (up 1%), Haier – which includes GE, Haier, and Hotpoint brands – (up 1%), Samsung (down 1%), and Whirlpool (up 3%).
Bosch remained at the bottom of the ranking despite improving 1% to an ACSI score of 75, ASCI said.
In terms of appliance types, LG scored best in class for dryers (84), ovens (82), refrigerators (80), and dishwashers (79). Whirlpool was the preferred choice among microwave users with an ACSI score of 82, while Haier and Samsung share the highest customer satisfaction score for washers at 81.
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By Greg Tarr
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