Apple has gained impressive satisfaction ratings in the ACSI (American Customer Satisfaction Index) for the Personal Computers category.
The ACSI Satisfaction survey reveals that Apple tops competing Windows-equipped PCs as Dell, HP and Gateway (recently to acquire Acer).
From a marketing perspective, Apple’s triumph can set a good example for how innovative products (MacBook Air) and penetrations to new markets (iPod, iPhone) can bring to new levels of overall brand satisfaction. TrendsSpotting has produced the above graph for the ACSI Satisfaction scores to present the effect of those marketing initiatives on Apple’s general satisfaction ratings in the PC Category throughout the years.
Note that in the ACSI Cellular Telephone category – the iPhone is yet to be tested.
“We haven’t seen anything like this before, where a company scores 10 points over its nearest rival,” said Claes Fornell, the head of the American Customer Satisfaction Index.
ACSI Satisfaction survey: Methodology
The American Customer Satisfaction Index uses customer interviews as input to a multi-equation econometric model developed at the University of Michigan’s Ross School of Business. The model is comprised of a set of causal equations that link customer expectations, perceived quality, and perceived value to customer satisfaction. Satisfaction, in turn, is linked to key outcomes, defined as customer complaints and customer loyalty.