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

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Mar 15, 2016, 08:00 ET

J.D. Power corporate logo.

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.