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Customer Satisfaction Drives Brand Loyalty for Laundry and Kitchen Appliances

August 06, 2014

Performance and reliability of laundry and kitchen appliances continues to drive customer satisfaction and ultimately brand loyalty, which can influence whether a customer selects the same brand for a package purchase or multiple appliances from the same brand, according to the recently released J.D. Power 2014 Laundry and Kitchen Appliance Satisfaction Studies.

Overall customer satisfaction in the studies is measured in six factors, including ease of use, features (such as the usefulness of settings available and capacity), performance and reliability (including how well the appliance functions, noise level and energy efficiency), price, styling and appearance and warranty.

"Performance and reliability is the most decisive factor in customer satisfaction," said Christina Cooley, director of the home improvement industries practice at J.D. Power. "Because appliances are often purchased in a packaged set, such as a clothes washer and dryer, there is increased importance in delivering an outstanding customer experience across appliances to maintain a positive brand image and drive additional appliance purchases of that same brand."

Key finding from the studies:

  • More than three-fourths of clothes washers and dryers are purchased in a packaged set.
  • Across all segments, among satisfied customers in aggregate, 30 percent say they "definitely will" recommend their appliance brand to others, and 23 percent say they "definitely will" repurchase the same appliance brand in the future.
  • Ease of use is the second-most important factor for clothes washers, clothes dryers, dishwashers, refrigerators and over-the-range microwaves. Features are the second-most important factor with the ranges/cooktops/ovens segment and ties in importance with ease of use in refrigerators.

In the laundry satisfaction study, Kenmore Elite ranks highest in customer satisfaction with top-load washers, while Samsung places at the top with front-load washers. LG gets the best ranking for clothes dryers.

In appliance satisfaction, Kenmore Elite takes top honors for side-by-side refrigerators, and Samsung, Whirlpool and LG rank highest (in a tie) in customer satisfaction with French-door refrigerators. LG has the number-one spot for top-mount refrigerators, while Kenmore Elite has the highest rating for dishwashers. Finally, the ranges/cooktops/ovens category, as well as the over-the-range microwaves, was dominated by Samsung.
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