Did Samsung Tablets Really Outscore the iPad in J.D. Powers Customer Satisfaction Survey? Sure Doesn’t Look Like it
J.D. Powers recently released its 2013 U.S. Tablet Satisfaction Survey. The headline reads, “Samsung Ranks Highest in Owner Satisfaction with Tablet Devices.” O.K. so, based on that headline alone, Samsung outscored Apple in the survey. Why then, when you look at the J.D. Powers Tablet Ratings chart does Apple beat Samsung in all but two categories for customer ratings (one of the categories was a tie)? We are confused.
J.D. Powers’ press release explains that tablet owners who purchased their Samsung device online rate their purchase experience 8.5 out of 10 compared with 8.3 for in-store purchases. The report goes on to say,
“Samsung ranks highest with a score of 835 and is the only manufacturer to improve across all five factors since the previous reporting period in April 2013. Samsung showed particularly strong improvement in the cost factor (25-point increase). Apple ranks second scoring 833 and performs particularly well in performance and ease of operation.”
It is clear that J.D. Powers is putting a lot of significance on year-over-year customer satisfaction ranking improvement. What doesn’t make sense is that Samsung scored lower that Apple in Performance, Ease of Use, Physical Design, and Tablet features, but somehow managed to rank the highest in this survey. Samsung won out over Apple for cost, which CNN Money points out counts for less than 16 percent of the total score. The two tied for Overall Satisfaction.
So, if Apple was awarded 22 gold stars in J.D. Powers’ survey and Samsung was only awarded 18, how did the latter earn the “Highest in Owner Satisfaction” nomenclature from the survey company?