Kenmore Tops In Satisfaction
By Alan Wolf -- TWICE, 10/11/2004
Ann Arbor, Mich.— Kenmore ranked higher in customer satisfaction than any other majap brand, according to the latest American Customer Satisfaction Index (ACSI).
The ACSI, an economic indicator produced by the University of Michigan Business School, the American Society for Quality, and CFI Group, tracks trends in customer satisfaction via telephone and online interviews with over 65,000 consumers annually.
On a scale of zero to 100, Kenmore, Sears' private label majap badge, earned a score of 85, besting Whirlpool (83), Maytag (81) and GE (79). All other brands yielded an aggregate score of 82, matching the total industry. Despite a 3.5-percent decline in score since the first survey was conducted in 1994, white goods remains one of the highest-ranked of the 37 industries tracked by the index. By comparison, PC makers scored a 74, and video manufacturers tied majaps at 82.
On a brand basis, GE's scores declined 2.5 percent over the past decade, while Whirlpool's and Maytag's fell 4.6 percent and 4.7 percent, respectively. The “all others” category gained 5.1 percent, while Kenmore remained flat.
| Brand | 2001 | 2002 | 2003 | 2004 | % Change from 2003 |
| Kenmore | 86 | 83 | 84 | 85 | 1.2% |
| Whirlpool | 83 | 83 | 82 | 83 | 1.2% |
| Maytag | 83 | 83 | 81 | 81 | 0.0% |
| GE | 83 | 82 | 81 | 79 | -2.5% |
| All Others | 80 | 77 | 77 | 82 | 6.5% |
| Total Majaps | 82 | 82 | 81 | 82 | 1.2% |
| Source: American Customer Satisfaction Index (ACSI) *Based on a scale of zero to 100 |
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