Apple vs Samsung vs BlackBerry vs Nokia

The latest South African Customer Satisfaction Index survey reveals which mobile phone manufacturer has the happiest customers

By - July 9, 2013
Samsung vs Apple

The South African Customer Satisfaction Index (SAcsi) released its latest report, revealing that Apple iPhone users are the most satisfied with their devices.

The South African Customer Satisfaction Index (SAcsi) is a national economic indicator of customer satisfaction.

In its latest survey, the SAcsi measures the satisfaction rates associated with the largest handset manufacturers – Apple, Blackberry, Nokia, and Samsung.

Each company was measured through telephonic and web-survey methods at a statistically reliable sample of at least 270 respondents per company.

Apple was a clear winner with a score of 83 (9.7% higher than industry average) followed by Samsung with a score 2.1% above industry average.

Nokia scored on par with the industry, while Blackberry’s recent spate of challenges are clearly illustrated with a score 8.7% below industry average.

The mobile handsets industry in South Africa received an overall satisfaction score from its customers of 76 out of 100.

Mobile Handsets SAcsi score Percent difference from Industry Average Industry Comparison
Apple 83.4 9.7% Industry Leader
Samsung 77.6 2.1% Industry Leader
Nokia 76.8 1.1% Par with industry
BlackBerry 69.4 -8.7% Below Par
Other handsets 79.1 4.1%
Industry Score 76.0

“The extremes of satisfaction between Apple and Blackberry show that Apple pulls the average up and Blackberry pulls it down,” the SAcsi states.

“It is not unexpected that Apple scored the highest customer satisfaction score considering that they did so in the USA, UK and most recently in South Korea (Samsung’s home turf),” said Prof. Adre Schreuder, founder and chair of SAcsi.

“Blackberry has had a rough time with their market share lately and the challenges they face reflect in their customers’ levels of satisfaction. Blackberry’s satisfaction score is influenced strongly by the fact that their customers show low levels of customer loyalty in the SAcsi model.”

According to the organisation there is a proven an economic link between customer satisfaction and market value added.

“The scores recorded for Apple and Blackberry may be an indication of Apple’s continued growth and Blackberry’s recent economic losses,” the SAcsi stated.

More on the SAcsi

Best and worst telecoms stores in South Africa

Best and worst mobile network in SA: unexpected results 

Best and worst cellular operators: scores released

Surprising revelation in SA cellular satisfaction rate

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