While televisions and PCs are turning up the volume on customer satisfaction, household appliances are left with some work to do behind the scenes.
According to the American Customer Satisfaction Index (ACSI®) Household Appliance and Electronics Study 2024, satisfaction with televisions hits an all-time high after improving 1% to a score of 82 (out of 100). Personal computers (PCs), which include desktops, laptops, and tablets, also enjoy a record score, up 1% to 81.
On the other hand, the household appliances industry — washers, dryers, dishwashers, refrigerators, ranges/cooktops/ovens, and over-the-range microwaves — slips 1% to an ACSI score of 80 following modest declines in both product and service quality. Dishwashers and refrigerators (both up 1% to 80) are the only appliances that improve year over year, while the range/oven/cooktop category experiences the biggest decline, slipping 4% to 79.
While the industries overall remain relatively stable, manufacturers are consistently looking for ways to differentiate their offerings and boost the user experience. And more and more are turning to artificial intelligence (AI). But enhanced tech might not be enough.
“Brands are racing to incorporate the latest AI technologies. Nearly 80% of consumers have at least one smart TV in their home, and experts predict that 60% of PCs shipped in 2027 will be AI-capable. But while brands are rating strongly for product-related customer experience benchmarks, aspects of the service experience are decreasing, proving the real challenge lies in maintaining high-quality service alongside these innovations,” says Forrest Morgeson, Associate Professor of Marketing at Michigan State University and Director of Research Emeritus at the ACSI. “Manufacturers that can bridge the current gap between cutting-edge products and consistent service will emerge as leaders in these competitive markets.”
Samsung stakes its claim atop the TV industry
Samsung takes the top spot in the television industry, improving 2% to an ACSI score of 84. This satisfaction surge coincides with its continued global TV market share dominance, which now includes 18 consecutive years in first place.
Last year’s leader, LG, slips 1% into a second-place tie with the group of smaller TV manufacturers, which climbs 3% to 82. Hisense (down 1%), Sony (unchanged), and Vizio (up 1%) finish at 81 apiece. TCL tumbles 4% into last place with an ACSI score of 79.
Most television customer experience metrics are holding relatively steady in the low 80s overall, though a few – those related to service – are decreasing. Outcome of the service repair and courtesy and helpfulness of the service technician each drop 1%, while timeliness of the service repair falters 2%.
Apple distinguishes itself in the PC industry
Apple, powered by its laptop and tablet satisfaction, takes back sole possession of first place after increasing 2% to an ACSI score of 85.
Meanwhile, HP, just one point behind the leader, posts the largest industry gain, surging 4% to 84. Samsung, which tied for first last year, slides 1% to an ACSI score of 82. Amazon (up 3%), Dell (down 1%), and Lenovo (up 3%) each score 80, just ahead of Microsoft — debuting in the PC industry — with a mark of 79.
Acer, the group of smaller PC manufacturers, and Asus (each unchanged) share last place at 78.
As for device types, desktop computers still lead the way despite slipping 2% to 82. Tablets, however, significantly narrow the gap after jumping 7% to 81 — the same mark as laptops, which improve 1% year over year.
Whirlpool washes away the household appliance competition
Whirlpool secures first place among household appliances, improving 1% to an ACSI score of 83. It has introduced new innovations, such as its SlimTech insulation for certain refrigerators, without compromising on fundamentals like durability and performance.
LG is stable with a score of 82, just ahead of Samsung (unchanged) at 81 and the group of smaller appliance makers (up 1%) at 80. Haier, which includes the GE and Hotpoint brands, stumbles 4% to meet Electrolux (up 1%) at 79. Bosch sits in last place after falling 3% to an ACSI score of 78.
In terms of appliance types, Whirlpool tops the dishwasher (83) and over-the-range microwave (86) categories outright and ties Samsung for highest refrigerator satisfaction (83). Samsung also claims the top score for washers (84), while LG leads the way in dryers (85). Haier takes first in the combined range/cooktop/oven category with a score of 81.
Most product-based customer experience metrics hold steady and maintain their positive ratings. Durability (83) and exterior design (83) stay at the top of the list, followed closely by capacity and layout (82), ease of cleaning (82), energy and/or water efficiency (82), and mobile app quality (82).
Yet, the decline in the service scores is most notable. Service metrics, including the ease of arranging service, service technician courtesy, outcome of the service repair, and repair timeliness, all decrease between 5% and 9%, proving that companies need to make sure their service quality keeps up with their technology advancements.
The ACSI Household Appliance and Electronics Study 2024 is based on 13,113 completed surveys. Customers were chosen at random and contacted via email between July 2023 and June 2024. Download the study, and follow the ACSI on LinkedIn and X at @theACSI.
No advertising or other promotional use can be made of the data and information in this release without the express prior written consent of ACSI LLC.
About the ACSI
The American Customer Satisfaction Index (ACSI®) has been a national economic indicator for over 25 years. It measures and analyzes customer satisfaction with approximately 400 companies in about 40 industries and 10 economic sectors, including various services of federal and local government agencies. Reported on a scale of 0 to 100, scores are based on data from roughly 200,000 responses annually. For more information, visit www.theacsi.org.
ACSI and its logo are Registered Marks of American Customer Satisfaction Index LLC.
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