UAE: Reporting the latest results on customer satisfaction in the UAE for 2018, Service Hero, the Kuwait based and the region’s only consumer powered customer satisfaction index, today announced that its 2018 mid-year results have been released, which showed overall satisfaction among consumers across the UAE has reached 79.2 points.
The results are based on 13,289 validated assessments, which represents a confidence level of 95% that the error margin is +/- 3% on the overall country level. The assessments were collected between January1 – June 30, 2018, on over 360 brands across 14 categories.
The Service Hero mid-year results showed that the top scoring categories were New Car Sales, Car Service and Cafes, with Electronic, New Car Sales and Home Furniture scoring highest in Loyalty.
Moreover; the categories that scored least are Mobile Operators, Retail Banks and Private Hospitals. Mobile Operators and Private Hospitals are recorded the lowest scores in loyalty, with Islamic Banks amongst them.
Each industry category is measured across up to eight service dimensions, which are reliability, speed, product quality, staff quality, value for money, location, call center and website quality. These dimensions are assessed on a 'before and after experience' basis to evaluate the difference between customer expectations of service and actual satisfaction with the service. From these eight dimensions, the 2018 mid-year results showed that Value for Money and Website scored the lowest in dimensions, whereas Location and Staff scored the highest.
Commenting on these results, Faten Abu-Ghazaleh, Service Hero President said: “For the third year and since the launch of the index in the UAE, results have continuously shown an improvement in overall satisfaction. This is a clear indication of the solid approach and efforts made towards building a culture that fully understands the importance of Service Excellence and more importantly, implementing it diligently. In particular, we have seen satisfaction improve for Car Service (9%), and Private Hospitals (5%). However; some categories and dimensions are witnessing a drop, and in the UAE market or any other particular market, it is imperative that a balance is established when providing a service to ensure that all dimensions are successfully integrated from within the service provider. The categories with the largest drop in satisfaction are Fast Food (-6%) and Supermarkets (-4%).”
The following table (Table 1) shows a comparison between the mid-year results from 2017 and 2018, and the growth percentage for each industry, based on the number of assessments collected.
Table 1 – Comparison between 2017 and 2018 mid-year results, growth percentage and number of assessments the score was based on:
Category | 2018 First Half | 2017 First Half | Growth | Assessments |
Electronics | 84.5 | 84 | 1% | 688 |
New Car Sales | 83.6 | 80.1 | 4% | 653 |
Home Furniture | 81.8 | 84.4 | -3% | 1026 |
Cafes | 81.4 | 81.9 | -1% | 1625 |
Car Service | 81.2 | 74.6 | 9% | 330 |
Airlines | 81.1 | 79.7 | 2% | 1498 |
Casual Dining | 80.4 | 82.5 | -3% | 642 |
Supermarkets | 80.3 | 83.7 | -4% | 1009 |
Clothes | 79.6 | 80.2 | -1% | 1226 |
UAE Index | 79.2 | 78.1 | 1% | 13,289 |
Fast Food | 76.8 | 81.6 | -6% | 1365 |
Private Hospitals | 75.4 | 72 | 5% | 1135 |
Islamic Banks | 75.1 | 75.9 | -1% | 480 |
Retail Banks | 72.4 | 70.3 | 3% | 706 |
Mobile Operators | 64.7 | 63 | 3% | 906 |
Results also conveyed the demographics which scored the highest in satisfaction and those that scored the least, although the results are fairly close, showing no major setback in satisfaction as shown in Table 2 below:
Demographics – Satisfaction % based on group
Most satisfied:
· Elementary 84.2%
· Females 79.7 %
· Arabs 79.3%
Least satisfied:
· Males 79%
· 30 -39 age group 77.8%
· University Graduates 77.8%
· Emirati’s 76.8%
Service Hero adheres to ESOMAR principles (the European society of opinion and market research) and is overseen by an independent Advisory Council, including its official partner; the American Customer Satisfaction Index. It has an Advisory Council of academic and independent members from leading private universities as well as established companies, such as the Boston Consulting Group, and Noor Investment Co. to assure results that are impartial, objective and accurately reflect people's preference, making Service Hero’s findings a credible benchmark that offers transparent and relevant insight for companies.
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