In the realm of home appliances, a comprehensive survey conducted by the China Quality Association evaluated 59 major brands across five key categories: refrigerators, air conditioners, washing machines, televisions, and mobile phones. The study spanned 14 provinces and cities nationwide, including major cities like Beijing, Shanghai, and Guangdong. Brands were selected based on their high market share during 2014 to 2015, covering 12 refrigerator, air conditioner, washing machine, and mobile phone brands, as well as 11 television brands. Together, these accounted for approximately 90% of the market.
The survey focused on several key indicators, such as brand image, perceived quality, value, satisfaction, complaints, and loyalty. It also included factors like product quality, service quality, failure rates, and resolution efficiency. According to the findings, user satisfaction levels varied significantly among different appliance categories.
Refrigerators, air conditioners, and washing machines—often referred to as "white goods"—showed the highest satisfaction scores, with ratings of 82.8, 82.4, and 81.3 out of 100, respectively. These results indicate a strong level of customer contentment in the white goods sector. In contrast, television satisfaction stood at 79.4, which was lower than that of the white goods category. Mobile phones, however, had the lowest satisfaction score at 76.4, highlighting areas for improvement in this fast-moving industry.
User loyalty also differed across product types. Customers showed strong loyalty toward white goods, while TV users displayed relatively lower engagement. Mobile phone users, on the other hand, had a higher replacement rate and lower overall loyalty compared to other home appliances.
Despite generally positive feedback on delivery and installation services, as well as the availability of customer hotlines, after-sales service remained a significant concern. Users expressed dissatisfaction with the cost-effectiveness of repair charges and the speed of on-site maintenance. For mobile phones specifically, convenience of after-sales support was a major pain point. The lack of standardized service channels and transparency in pricing further contributed to customer frustration.
Overall, while most home appliances met user expectations, there is still room for improvement, especially in the mobile phone sector, where after-sales service and customer experience need urgent attention.
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