Consumers shopping for a vacuum have a wide variety of models and features to choose from, and at various prices. Vacuum manufacturers that understand their customers’ attitudes, preferences, and experiences are better able to leverage competitive advantages, identify improvement opportunities, and increase overall customer satisfaction and brand loyalty.

The Solution

The J.D. Power Vacuum Customer Satisfaction StudySM measures key drivers of satisfaction among customers who recently purchased a vacuum. The overall customer experience is based on six key drivers of satisfaction: ease of use; features; performance; price; styling/appearance; and warranty. The study, which provides the vacuum industry with insights into the evolving needs and demands of customers, includes the following objectives:

  • Measures key drivers of satisfaction among customers who purchased a canister vacuum, upright vacuum, or stick vacuum
  • Captures brand image and reputation
  • Examines pathway to purchase: reasons for shopping; steps taken after decision to purchase (including first step); types of websites used for research and shopping (including most frequented type); number of shopping visits across retail locations; involvement of sales associate when first visiting retail location; preferred brand in mind at beginning of purchase process; and place of purchase
  • Captures vacuum features and usage patterns
  • Measures problem occurrence, contact with manufacturer, and satisfaction with warranty service
  • Delivers insight into what drives customer loyalty