Apple leads the South African customer satisfaction scores within a survey focused on mobile handsets conducted recently by the South African Customer Satisfaction Index (SAcsi).
The results of the SAcsi survey on mobile handsets were released last week and showed Apple leading with a satisfaction score of 83% which was 9.7% higher than the industry average score of 76%. Samsung posted the second highest score which was 2.1% above the industry average.
The feature of Apple and Samsung at the top of satisfaction levels among South Africans should not be surprising and are somehow in line with generally observed trends across the globe. Having said that there might be questions with regards Apple beating Samsung by such a huge margin. These questions will be informed by general observations which suggest that Samsung has overtaken Apple.
In its statement SAcsi said South Africa’s mobile handsets industry has changed substantially over the past decade and mobile handset manufacturers compete fiercely to keep their customers satisfied. The mobile handsets industry in South Africa received an overall satisfaction score from its customers of 76 out of 100. This industry average score hides disparities in satisfaction amongst various brands covered in the survey.
The handset manufacturers measured were Apple, Blackberry, Nokia and Samsung based on market share. Nokia achieved a score of 76% which is on par with the evarage i9ndustry score.
The SAsci statement noted that Blackberry’s recent spate of challenges are clearly illustrated with a score 8.7% below industry average. “The extremes of satisfaction between Apple and Blackberry show that Apple pulls the average up and Blackberry pulls it down”.
Prof Andre Schreuder, founder and chair of SAcsi, said “It is not unexpected that Apple scored the highest customer satisfaction score considering that they did so in the USA, UK and most recently in South Korea (Samsung’s home turf)”.
“Blackberry has had a rough time with their market share lately and the challenges they face reflect in their customers’ levels of satisfaction. Blackberry’s satisfaction score is influenced strongly by the fact that their customers show low levels of customer loyalty in the SAcsi model”.
The statement added that the survey has proven an economic link between customer satisfaction and market value added. The scores recorded for Apple and Blackberry may be an indication of Apple’s continued growth and Blackberry’s recent economic losses.
The statement said relative to the international ACSI scores, The UK is the international benchmark with a score of 78 out of 100 followed closely by Turkey (77). Customer satisfaction with South Africa’s mobile handsets industry ranks third together with the USA (76) followed by South Korea (72).
SAcsi holds a licence with the American Customer Satisfaction Index (ACSI) and forms part of a growing number of ACSI-licensed partner countries worldwide, which allows South Africa to compare its industries’ customer satisfaction with this global community.