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Home > Business 商业 > Report: Consumer Satisfaction Faltering, But Americans Spend On用户满意度下降,但美国人消费依旧 Erika Morphy, www.CRMDaily.com

Report: Consumer Satisfaction Faltering, But Americans Spend On用户满意度下降,但美国人消费依旧 Erika Morphy, www.CRMDaily.com

 

尽管关于失业,公司利润下滑,股票市场低的报告被广泛地公之于众,美国的消费者正在被证明是彻底的坚定的购物者,最不可思意的是,本季度的美国用户满意度指数(ACSI)显示用户满意度水平在下降。ACSI是由密植根大学商学院,美国质量协会和CFI集团共同创建,并由市场战略公司赞助支持的。

密植根大学商学院教授克拉斯。弗尼尔(Claes Fornell)在星期一该指数公布时说:“尽管二季度耐用品制造业的用户满意度没用改进,如果用户满意度指数与消费者支出存在关系的话,那么它对下季度的支出应该有轻微的负面影响。一旦税收折扣实施的话,三季度的消费支出将会稳定增长。”

 

用户满意度降低

弗尼尔说他对人们对经济的信心不断下降,而支出不变不感到吃惊。他说,自从六年前用户满意度指数被建立以来,它一直显示出在消费者支出与个人财富或债务的变化之间没有关系。若不考虑不确定收入或个人债务的变化,消费者的支出决策似乎更多地由个人满足感所决定。尽管美国的消费者对消费者服务越来越不满意,他们仍继续购买物品和服务,至少对工业以外的行业是这样

本季度美国用户满意度指数呈现全面下降,下降到了百分之72.1,和去年二季度相比下降了百分之0.1。这个结果对零售商和其他对用户服务应用和战略感性趣的公司来说是很重要的:ACSI是这一领域已建立的指数之一,它用一定的物品和服务质量来评估用户的满意度水平。该指数每个季度用不同部门的新的测量数据进行更新,并替换去年的数据。

 

汽车工业保持稳定

在本季度所研究的部门当中,只有汽车工业的用户满意度水平保持不变,其他部门都下降了。在汽车工业中,卡迪拉克用户满意度指数为百分之88,超过了Mercedes 奔驰。别克,Mercedes奔驰和宝马紧随其后,为百分之86。弗尼尔说:“一些人对卡迪拉克和别克的高分感到吃惊,但,用户满意度除产品质量外更注重好的顾客选择和环节,关键是产品要适合用户的需要。”

该指数分值上升最大的是韩国的HYUNDAI汽车公司,从去年的百分之76上升到了今年的百分之81。前美质量协会主席杰克。威斯特说:“HYUNDAI在用户满意度上的进步确实使消费者受益非浅。”

其他行业的用户满意度都下降了。例如,PC业的分值下降到了百分之71,下降了百分之4GATEWAY下降最大,下降到了百分之73,下降了百分之6,其次是IBM下降到百分之71,降低了百分之5。家用器械和电子业的用户满意度指数也下降了,分别降低了百分之3.5和百分之2

 

无生气的无线业

 

ASCI显示闭路和卫星电视业的用户满意度水平不高。该行业的指数分值为百分之64ECHOSTAR通讯分值为百分之71DIRECT TV为百分之70AOL时代华纳和CHARTER通讯为百分之63AT&T较低,为百分之62

弗尼尔说:“当公司争夺市场份额,并通过技术投资来扩展其资源时,对用户似乎缺少了注意。其努力的结果可能是,用户的忠诚度不高,用户背离增加。”

 

 

 

The American consumer is proving to be quite the determined shopper — continuing to spend despite widely publicized news reports of job cutbacks, falling corporate profits, tumbling stock portfolios and — most amazingly — a declining level of customer satisfaction, according to this quarter’s American Consumer Satisfaction Index.

 

“Despite no second-quarter improvement in customer satisfaction among the manufacturing durables sector, if the ACSI-consumer spending relationship holds, then there should be only a slight negative impact on spending for the next quarter,” professor Claes Fornell of the University of Michigan Business School said Monday, when the Index was released. “Once the tax rebate is factored in, it may well be that growth in spending remains steady for the third quarter.”

 

The ACSI is produced by a partnership of the University of Michigan Business School, the American Society for Quality and the CFI Group and is supported in part by Market Strategies, a corporate sponsor.

 

Declining Customer Satisfaction

 

Fornell said he is not surprised that consumer spending is holding steady despite eroding confidence in the economy. Ever since the ACSI was established six years ago, he said, it has been apparent that there is a disconnect between consumer spending and changes in personal wealth or debt.

 

“Instead, the consumer’s decision to spend appears to be driven more by personal gratification, irrespective of changes in discretionary income or personal debt,” he said.

 

More surprisingly, at least to those outside the industry, U.S. consumers continue to purchase goods and services even though they are becoming less and less pleased with their customer service experiences.

 

 

ACSI documented an overall decline in customer satisfaction this past quarter, compared with its second-quarter score from 2000, dropping 0.1 percent to 72.1 percent (out of a possible 100 percent).

 

This measurement is a significant one for retailers and other companies interested in customer service applications and strategies: The ACSI is one of the established indicators in this field, evaluating customers’ satisfaction levels with the quality of certain goods and services. It is updated each quarter with new measures for different sectors of the economy, replacing data from the previous year.

 

Auto Sector Holds Steady

 

Among the sectors studied this quarter, only the automobile industry retained its customer service satisfaction level — all others declined, according to the Index.

 

In this category, Cadillac has surpassed Mercedes Benz with a score of 88 percent. Interestingly, Buick, Mercedes Benz and BMW followed closely, with scores of 86 percent. “The high scores for Cadillac and Buick are surprising to some people, but customer satisfaction is as much about good customer selection and segmentation as it is about quality,” Fornell said. “It is the fit between what the product offers and what the customer desires that is the key.”

 

One automobile manufacturer that made big strides in its rating was Korean firm Hyundai Motor Co., whose score jumped from 76 percent last year to 81 percent this year. “Hyundai’s improvement in customer satisfaction has really paid off nicely,” Jack West, former president of the American Society for Quality, said.

 

Other industries saw a fall-off in consumer satisfaction. The personal computer industry’s score, for example, fell by 4 percent to 71 percent. Gateway registered the largest drop, falling 6 percent to 73 percent, followed by IBM’s drop of 5 percent to 71 percent.

 

Household appliances and consumer electronics also declined in the ACSI since last year, down by 3.5 percent and 2 percent, respectively.

 

Lackluster Wireless Performance

 

For the first time, ASCI looked at the cable and satellite television industry — and found that this sector does not have a high level of customer satisfaction, either.

 

The industry itself rated 64 percent, with individual companies scoring 71 percent (EchoStar Communications), 70 percent (DirecTV), 63 percent (both AOL Time Warner and Charter Communications) and an industry-low of 62 percent (AT&T).

 

“As companies scramble for market share and continue to stretch their resources by large investments in technology, there seems to be a corresponding lack of attention paid to customers,” Fornell said. “Customer loyalty is not high and there has been an increase in customer defections lately, possibly as a result of the efforts from the multimedia companies.”

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