Consumers Grow Unhappier With Buying Cellphones

Customer satisfaction with buying cellphones at stores fell this year, reports J.D. Power and Associates in the recently released 2007 Wireless Retail Sales Satisfaction StudySM-Volume 2.

Industry scores dropped 12 points on 1,000 point scale. Verizon has the highest ratings at 726. Sprint scored the lowest with 679. The average is 709. According to the survey, the four most important factors driving customer satisfaction are sales staff (51%); store display (17%); store facility (16%); and price/promotion (16%).

The study’s authors claim in the press release that the biggest thumb on customer satisfaction scores are employees in big box retail stores who using high-pressure sales tactics and not accurately conveying product and
service information. Gee, I wonder who that could be…

2007 Wireless Retail Sales Satisfaction StudySM-Volume 2 [J.D. Power and Associates]