Apple Crushes Samsung in Korean Customer Satisfaction Survey



Apple’s (NASDAQ:AAPL) iPhone 5S came out ahead of devices made by Samsung (SSNLF.PK) and several other Korea-based companies in a recent customer satisfaction survey conducted in South Korea, reports Apple Insider. The survey — conducted by Korean market research firm Marketing Insight — pitted Apple’s iPhone 5S against several Android-based competitors, including Samsung’s recently released Galaxy S5, LG’s G Pro2, and Google’s (NASDAQ:GOOG) (NASDAQ:GOOGL) Nexus 5.

According to the results of the survey obtained by Apple Insider, Apple’s iPhone 5S topped Samsung’s Galaxy S5 in every satisfaction metric, including design, display, processing speed, multimedia, size and weight, usability, durability, response to touch, latest tech, and user interface design. Samsung’s latest flagship device was also ranked lower than many older devices, including the iPhone 5 and several devices made by domestic rival LG. LG’s G Pro 2, and G2 both ranked higher than the Galaxy S5, as well as the LG-manufactured Google Nexus 5.

Based on the points awarded in each of the ten categories, Apple’s iPhone 5S received an overall satisfaction score of 810, while the iPhone 5 took second place with a score of 742. Samsung’s Galaxy S5 took sixth place with an overall customer satisfaction score of 652. Not surprisingly, Apple also came out ahead when its various product scores were averaged together for an overall products score.

“The satisfaction score of Apple products was 798 out of 1000, which made Apple take the first place with almost 200 points of gap between domestic products” noted Korean news site OhMyNews via Apple Insider. “LG, Samsung and Pantech had gained 609, 600, and 577 respectively, which are of more or less the same score.”

As noted by Apple Insider, Marketing Insight’s survey found that almost 90 percent of Korean iPhone owners reported being “satisfied” or “very satisfied” with their devices. On the other hand, only around half of Korea-based smartphone makers received a similar endorsement.  “The gap of satisfaction between Apple and domestic products has rather increased,” observed OhMyNews.

Marketing Insight noted that Apple’s high satisfaction scores were even more impressive when considering that the iPhone 5S has been available since September of 2013. “Considering that the products satisfaction usually decreases as the longer time has based since the product released, the score of iPhone 5s is amazing,” stated Marketing Insight via OhMyNews.

While losing to Apple on its home turf must have been a bitter pill for Samsung to swallow, Marketing Insight’s survey was not the first indication of dissatisfaction with the Galaxy S5’s design. Chang Dong-hoon — the head of Samsung’s mobile design unit – recently resigned following widespread media criticism over the Galaxy S5’s design, reports CNET. However, he was reinstated in a similar capacity according to Samsung’s statement given to CNET.

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