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Consumers Extremely Satisfied With Tablet Devices, TVs

Written by Ken Gaebler
Published: 10/16/2012

Tablet devices are driving up customer satisfaction rates for PCs, while TVs and DVD players continue to have the highest rates of all durable goods categories.

It's no secret that U.S. consumers are crazy about tablets and other types of downsized computer devices. But a recent study by the American Customer Satisfaction Index (ACSI) shows that tablets are carrying the entire computer category when it comes to customer satisfaction.

Tablet Impact on Computer Customer Satisfaction

Throughout 2012, customer satisfaction with the PC industry received an ACSI score of 80 -- a marked increase from the ACSI score of 78 the category earned in both 2010 and 2011. More remarkably, the satisfaction gain in the PC sector was achieved despite declining demand for traditional PCs.

"The recent stall in demand for desktop PCs comes in conjunction with a surge of interest in small, mobile computers; in particular, devices that are ultrathin or lightweight," says Claes Fornell, ACSI founder. "The current ACSI uptick for the industry at large is driven, in part, by the higher levels of customer satisfaction that tablets enjoy over desktops and laptops. As tablets gain market share, overall customer satisfaction with the PC industry picks up."

Other high performers included the TV, DVD/Blu-Ray player category with an ACSI rating of 86 -- a new high for the industry and the best customer satisfaction score among all durable goods categories.

"The industry seems to have hit the right combination of quality and value such that those seeking the latest television innovations like 3D TV are just as pleased as customers looking for standard flat-panel units at a reasonable price point," says Fornell. "Likewise, consumers are finding that DVD and BD players are both more powerful and affordable, which creates a positive effect on customer satisfaction."

With a score of 81, appliances rounded out the top three customer satisfaction categories in the ACSI report. Although the category hasn't seen major gains in recent years, appliances are one of the most stable consumer categories, at least when it comes to customer satisfaction. For the past two decades, the customer satisfaction score for appliances has remained steady at 80 to 82.

Regardless of industry or market segment, customer satisfaction is a key ingredient in small business success. By learning how to improve customer service skills and targeting other variables that influence customer satisfaction, small businesses can improve customer retention, customer loyalty and overall revenue.

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