Apple Tops Research Poll for Customer Satisfaction, Dell Second

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The American Customer Satisfaction Index (ACSI) rating rose for all computer manufacturers. Dell and Apple took top customer satisfaction ratings in the most recent survey results compiled by the Michigan School of Business and other groups..

The score for the overall PC market in the American Customer Satisfaction Index rose 2 points to 74 on a scale of 0 – 100.  Analysts say customer satisfaction improved due to the fact lower prices, upgrades in power and capabilities, and an increase in user experience came about in the PC market over the past year.

Below is the table showing the exact results for this years survey, notice that HPs two computer units, HP and Compaq, rated below the industry average.

Sector/Industry/Company
(In descending order of current ACSI score within industry.
All scores are on 100-point scale.)

From Previous Year

From first year measured

Personal Computers

78

75

73

70

71

72

74

71

71
72
74

2.8%

-5.1%

Apple Computer, Inc.

77

75

76

70

69

72

75

73

73
77
81

5.2%

5.2%

Dell Inc.

NM

NM

NM

72

74

76

80

78

76

78

79

1.3%

9.7%

Gateway, Inc.

NM

NM

NM

NM

76

76

78

73

72
69
74

7.2%

-2.6%

Industry Average

NM

70

73

72

69

69

68

67

70
69
71

2.9%

1.4%

Hewlett-Packard Company HP

78

80

77

75

72

74

74

73

71
70
71

1.4%

-9.0%

Hewlett-Packard Company Compaq

78

77

74

67

72

71

71

69

68
68
69

1.5%

-11.5%


Apple jumped to a score of 81, a 5% gain in satisfaction year-on-year.  Dell, which ranked second, received a score of 79, a slight increase from last year. Gateway showed a healthy gain by jumping from 69 to 74.

It’s interesting to note that Apple was able to make these customer satisfaction gains even though it has had to issue two major recalls for its PowerBook and iBook notebook lines.  One recall involved problems with the display on certain iBooks that caused the screen to stop working and the other involved a battery that could dangerously overheat on the 15-inch PowerBook.  The theory here would be that Apple pleased its customers by not denying a problem existed but rather acting and offering a free replacement or fix for the issue.

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