Amazon was rated higher than all other computer and tablet makers for customer experience related to the Kindle for the second year in a row, according to results from the 2016 Temkin Experience Ratings.
The annual survey of customer satisfaction across a range of industries relies on 10,000 customers to evaluate 294 different companies. The Kindle earned a 73-percent favorable rating in the computer and tablet industry. The Nook from Barnes & Noble and Hewlett Packard each tied with a 61-percent rating for second in the field of 12 companies. eMachines and Compaq were at the bottom of the spectrum with a 44-percent rating.
Additional findings in the computer and tablet industry:
- Overall ratings: Amazon (73 percent), Barnes & Noble (61 percent), Hewlett-Packard (
61 percent), Apple (60 percent), Gateway ( 57 percent), Toshiba (55 percent), Dell (55 percent), Lenovo (55 percent), Acer (53 percent), Sony (50 percent), Compaq (44 percent), and eMachines (44 percent).
- Barnes & Noble (+1 point) was the only company in the industry to improve its ratings between 2015 and 2016.
- Sony (-10 points), Apple (-8 points), and Toshiba (-5 points) declined by the most percentage points between 2015 and 2016.
Overall, Amazon placed 28th out of 294 companies across 20 industries. The computer and tablet industry as a whole was rated ninth out of 20 in terms of customer experience.
To generate the ratings, Temkin Group asked consumers to evaluate their recent experiences with a company across three dimensions:
- Success: Can you do what you want to do?
- Effort: How easy is it to work with the company?
- Emotion: How do you feel about the interactions?
Temkin Group then averaged the three scores to produce each company’s Temkin Experience Rating. A score of 70 percent or above is considered “good,” and a score of 80 percent or above is considered “excellent.”
According to Temkin, in this year’s ratings, 20 percent of companies earned a “good” or “excellent” score, while 44 percent received a “poor” or “very poor” score.