The Service Industry Productivity Council has announced the results of the first 2024 “Japanese Customer Satisfaction Index (JCSI)” survey, covering ten industries: department stores, supermarkets, convenience stores, drugstores, dining, cafes, mobile phones, parcel delivery, securities, and MVNOs (Mobile Virtual Network Operators).
This survey is one of Japan’s largest customer satisfaction surveys, aiming to quantify and visualize key metrics like “customer satisfaction” to aid in the growth of companies and industries. The survey examines nine indicators, including “customer satisfaction,” “recommendation intention,” and “emotional impact,” which are particularly useful for business goals.
The survey, which involves responses from over 80,000 users, allows for cross-industry comparison and analysis, helping to check the customer satisfaction structure and positioning across six indicators. The Service Industry Productivity Council aims to support innovation and productivity in the service industry through customer satisfaction surveys, service excellence awards, and business improvement initiatives. The JCSI survey has been conducted since 2009, with the goal of promoting “competition across industries based on customer evaluations,” thereby enhancing value-added services and customer satisfaction, contributing to corporate growth and international competitiveness.
OK has ranked first for the 14th consecutive year since it was first included in the survey in fiscal year 2011. In the latest JCSI survey, the company received top evaluations in four of the six indicators: Perceived Quality, Perceived Value, Customer Satisfaction, and Loyalty.
The company is preparing to open its first store in the Kansai region, the Takaida store in Higashi-Osaka City, Osaka Prefecture, in late November this year. OK plans to further promote its management policy of “High Quality & Everyday Low Price,” aiming to expand its dedicated fan base by actively opening more stores in the Kansai region from 2025 onwards.
| Customer Expectation | Product Quality | Perceived Value | Customer Satisfaction | Recommendation Intent | Loyalty | |
|---|---|---|---|---|---|---|
| 1 | Costco | OK | OK | OK | Costco | OK |
| 2 | OK | Costco | OK | Costco | OK | Trial |
| 3 | Ito-Yokado | Trial | Costco | Trial | Aeon | Costco |
| 4 | Trial | Ito-Yokado | Gyomu Supermarket | Don Quijote | Gyomu Supermarket | Don Quijote |
| 5 | Aeon | Aeon | Don Quijote | Don Quijote/Gyomu Supermarket | Trial | Don Quijote |
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