Satisfaction with Upright Vacuums Improves, Surpasses Canister Performance
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Shark Ranks Highest in Customer Satisfaction with Upright and Canister Vacuums
WESTLAKE VILLAGE, Calif.: 12 March 2014 — Shark ranks highest in customer satisfaction with canister and upright vacuums, according to the J.D. Power 2014 Vacuum Satisfaction StudySM released today. Now in its third year, the study measures satisfaction with upright and canister vacuums by examining six key factors: performance; ease of use; features; styling and appearance; price; and warranty. The benchmark study is designed to help customers make more informed purchase decisions and to assist manufacturers in their efforts to meet customer needs and differentiate their brands in the marketplace.
“There are clear competitive differentiators among vacuum brands and, as customers rely more on in-store product displays and online ratings in shopping for a vacuum, it is critical that manufacturers align their brand and product messaging to include the value they are delivering,” according to Christina Cooley, director of home improvement industries at J.D. Power.
Satisfaction scores for the 10 upright vacuum brands and the nine canister vacuum brands included in the study have improved from 2013, with the upright vacuum segment improving 17 points to 769 (on a 1,000-point scale) and the canister segment improving by 2 points to 758.
Shark achieves the highest-ranked position in both the upright (819) and canister (799) segments due in part to earning the highest scores in the ease of use and price factors. Following Shark in both segment rankings is Dyson (upright, 815 and canister, 795), which performs particularly well in performance and styling and appearance in the upright segment and styling and appearance, features and warranty in the canister segment. Miele, which ranked highest in both segments last year, maintains a strong position in the canister segment (782), achieving the highest score in performance. Miele is not ranked in the upright segment in 2014.
- Performance and ease of use are notably more important in 2014 for upright customers as the strongest drivers of overall satisfaction.
- In-store displays and online reviews are becoming increasingly important in driving brand consideration. The percentage of customers citing past experience as being most influential has declined to approximately 20 percent in 2014 from 31 percent in 2013 in both segments.
- Problem incidence is higher among customers with canister vacuums (5%), compared to those with upright vacuums (3%).
- Compared with 2013, overall satisfaction in the performance factor has increased to 795 from 778 in the upright segment, while performance satisfaction in the canister segment has declined slightly to 784 from 789 in 2013. Ease of use satisfaction rises to 799 in 2014 from 794 in 2013 in the upright segment, while satisfaction in the canister segment declines to 789 from 799.
The 2014 Vacuum Satisfaction Study is based on responses from more than 3,700 customers who purchased an upright vacuum and/or a canister vacuum from February 2013 through February 2014.