Dyson Ranks Highest in Customer Satisfaction with Upright Vacuums; Miele Ranks Highest in Satisfaction with Canister Vacuums

Mar 15, 2016, 08:00 ET from J.D. Power

COSTA MESA, Calif., March 15, 2016 /PRNewswire/ -- Dyson ranks highest in the upright vacuum segment and Miele ranks highest in the canister vacuum segment, with customer satisfaction for each brand driven primarily by vacuum performance, according to the J.D. Power 2016 Vacuum Satisfaction Study,SM released today.

The study measures satisfaction with upright and canister vacuums by examining six key factors of the experience (in alphabetical order): ease of use; features; performance; price; styling/appearance; and warranty. Satisfaction is calculated on a 1,000-point scale.

"Customer satisfaction with both canister and upright vacuums increases year over year; however, the vacuum product segment lags in terms of overall satisfaction relative to other products measured in the at-home practice at J.D. Power," said Greg Truex, senior director of the at-home practice at J.D. Power. "Vacuum manufacturers need to be proactive in product design because consumer expectations are continually changing. They also should provide compelling and accessible content about their products to satisfy savvy consumers who research a brand prior to purchase. Customer satisfaction is higher when they research a vacuum before buying it."   

Upright Vacuum Brand Satisfaction Rankings

  • Dyson (843) ranks highest in customer satisfaction with upright vacuum brands for the first time and performs particularly well in three of the six factors: features, performance and styling/appearance.
  • Dyson scores significantly higher than the study average in the performance factor (877 vs. 821, respectively), driven by strong attribute ratings in suction power/consistency of suction power and durability. Dyson's performance satisfaction score improves by 22 points from 2015.
  • Shark (834) follows Dyson in the upright vacuum brand ranking.

Canister Vacuum Brand Satisfaction Rankings

  • Miele (809) ranks highest in customer satisfaction with canister vacuum brands for the second time since 2013 and performs particularly well in three of the six factors: features, performance and styling/appearance.
  • Miele scores significantly higher than the study average in the performance factor (859 vs. 810, respectively), driven by strong attribute ratings in suction power/consistency of suction power and durability. Miele's performance satisfaction score improves by 20 points from 2015.
  • Electrolux (806) follows Miele in the canister vacuum brand ranking.

Following are some of the findings of the 2016 study.

  • Satisfaction Increases in Upright and Canister Segments: Overall satisfaction in the upright segment is 802, up from 794 in 2015, and increases to 787 from 783 in the canister segment. By segment, performance satisfaction also rises for upright vacuums to 821 from 812 in 2015 and to 810 from 806 for canister vacuums.
  • Brand Research Leads to Higher Satisfaction: Nearly half (49%) of upright vacuum customers research brands prior to visiting a retailer, compared with 61% of canister vacuum customers. Satisfaction levels are significantly higher among both upright (821) and canister (806) vacuum customers when they research brands before visiting a retailer, compared to when they do not (786 and 760, respectively).
  • Satisfaction Drives Loyalty: Among "delighted" customers (satisfaction scores of 901 and above), 72% of upright vacuum customers and 73% of canister customers say they "definitely will" repurchase the brand, compared with the study averages of 32% and 31%, respectively. Additionally, 79% of "delighted" upright vacuum customers and 76% of canister customers say they "definitely will" recommend the brand to others, compared with the study averages of 39% and 37%, respectively.
  • Delighted Experience Influences Recommendations: Among "delighted" upright and canister vacuum customers, the average numbers of positive recommendations are 4.2 and 6.9, compared with the study averages of 2.5 and 4.0, respectively.

The 2016 Vacuum Satisfaction Study is based on responses from 4,812 customers who purchased an upright or canister vacuum within the previous 12 months. The study was fielded in January and February 2016.

Overall Customer Satisfaction Index Scores          

J.D. Power.com Power Circle Ratings

(Based on a 1,000-point scale)                                       

For Consumers



Upright Vacuum     

Dyson                                   

843

5

Shark                                          

834

4

Miele                                          

815

4

Electrolux                                  

807

3

Upright Vacuum Average      

802

3

Hoover                                    

795

3

Kirby                                       

789

3

LG                                          

786

2

Samsung                              

784

2

Bissell                                  

781

2

Oreck                                  

772

2

Eureka                               

770

2

Kenmore                           

766

2

Dirt Devil                          

765

2


Canister Vacuum 

Miele               

809

5

Electrolux         

806

5

Shark                 

799

4

Kenmore            

791

3

Canister Vacuum Average       

787

3

Dyson                                          

785

3

Eureka                                        

777

2

Bissell                                         

776

2

Hoover                                        

770

2

Dirt Devil                                    

763

2

Power Circle Ratings Legend
5 – Among the best
4 – Better than most
3 – About average
2 – The rest

Award-Eligible Vacuum Brands Included in the Study

Brand Name

CEO Name

U.S. Company Address

Bissell

Mark Bissel

Walker, Mich.

Dirt Devil

Gary Scott

Glenwillow, OH

Dyson

Phil Molyneux

Chicago, Ill.

Electrolux

Jonas Samuelson

Charlotte, N.C.

Eureka

Jonas Samuelson

Charlotte, N.C.

Hoover

Gary Scott

Glenwillow, OH

Kenmore

Edward Lampert

Hoffmann Estates, Ill.

Kirby

Joseph Pyne

Cleveland, OH

LG

Wayne Park

Englewood, N.J.

Miele

Nick Ord

Princeton, N.J.

Oreck

Gary Scott

Cookeville, Tenn.

Samsung

Gregory Lee

Ridgefield Park, N.J.

Shark

Mark Rosenzweig

Newton, Mass.

Media Relations Contacts
John Tews; Troy, Mich.; 248-680-6218; media.relations@jdpa.com

For more information about the 2016 U.S. Vacuum Customer Satisfaction Study, visit http://www.jdpower.com/resource/us-vacuum-customer-satisfaction-study

See the online press release at http://www.jdpower.com/press-releases/2016-vacuum-satisfaction-study

About J.D. Power and Advertising/Promotional Rules www.jdpower.com/about-us/press-release-info 
About McGraw Hill Financial www.mhfi.com

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SOURCE J.D. Power



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