Customer Satisfaction Measurement Center of CNIS released the second batch of results of the customer satisfaction survey on five kinds of household electric appliances, in collaboration with China Business Research Center of Tsinghua University.
The survey was conducted according to the requirements stipulated in national standards GB/T 19038-2009, Guidelines for model and methods of customer satisfaction measurement, and GB/T 19039-2009, General rules of customer satisfaction measurement. Investigators surveyed online customers' satisfaction of freezer, television, electric water heater, gas water heater and gas stove that they bought and used for no more than three years in 250 cities of 31 provinces, autonomous regions and municipalities of China. Apart from brand image, expected quality, perceived quality and value, customer satisfaction and loyalty, this year's survey added measurement of design, production, sale, delivery, installation, after-sale service, maintenance, cost performance, and other 40 new indicators.
An overall look
The results show that customer satisfaction scored between 79 and 81 points, with the highest score gained by freezer and gas water heater, both 81 points. Customer satisfaction of freezer and gas water heater scored one point higher than that in 2020. Customer satisfaction of electric water heater remained 80 points, the same as in 2020. The score of television and gas stove were both 79 points. The former increased by 2 points and the latter decreased by 2 points compared with the last year.
Survey results of major brands
1. Freezer
Results showed that customers are most satisfied with Aucma, Haier and Ronshen (82), followed by Midea and XingXing (80), and Meiling (78). The former three are highly recognized by customers for their service quality. Haier also enjoys high customer recognition for brand image, cost performance, need satisfaction and product reliability. Ronshen performs well in need satisfaction and product reliability. It is found that freezer buyers care more about performance of energy efficiency, operation noise, fees for installation materials, flavor tainting prevention and quality reliability.
2. Television
Results showed that customers are most satisfied with Haier (80), followed by Hisense and Xiaomi (79), and TCL, Changhong and Skyworth (78). Haier has obvious advantages in brand image, need satisfaction, product reliability and service quality. Xiaomi performs well in brand image, cost performance and need satisfaction. It is found that television buyers care more about fees for repair and maintenance, voice mail service, internet speed, cleaning service after installation, and practicability of user manuals.
3. Electric water heater
Results showed that customers are most satisfied with A.O. Smith and Haier (82), followed by Midea (81), Vanward (80), Ariston (79) and Macro (78). A.O. Smith is highly recognized in brand image, need satisfaction, product reliability and service quality. Haier has better results in cost performance, need satisfaction and service quality. It is also found that buyers care more about hot water output, practicability of user manuals, performance of energy efficiency, cleaning service after installation, and reasonableness of fees charged for installation materials.
4. Gas water heater
Results showed that customers are most satisfied with A.O. Smith (84), followed by Haier (83), Midea and Sakura (81), Vanward (80), and Macro (79). A.O. Smith is highly recognized in brand image, cost performance, need satisfaction, product reliability and service quality. It is found that buyers care more about attitude of deliveryman, cleaning service after installation, practicability of user manuals, convenience in cleaning and fees for installation materials.
5. Gas stove
Results showed that customers are most satisfied with Fotile (82), followed by Robam (81), Haier (80), Midea and Supor (79), and Vatti (78). Fotile is highly recognized in brand image, cost performance, need satisfaction, product reliability and service quality. Robam has obvious advantages in service quality. It is also found that buyers care more about ignition time, practicability of user manuals, reasonableness of fees charged for installation materials, convenience in cleaning, and cleaning service after installation.
