Mobile operators and Islamic banks are not doing the bare minimum to meet the expectations of their customers, according to Service Hero, the region’s only independent and neutral consumer powered customer satisfaction index.
The mid-year results for the UAE reported an overall satisfaction score of 77.6 points between January and June – down compared to 79.2 points recorded in the same period last year.
Mobile operators and Islamic banks were rated ‘Unheroic’ in the rankings with customer satisfaction falling by more than 17 points compared to the overall index average.
More than 350 brands were assessed, measuring each industry category across up to eight service dimensions: reliability, speed, product quality, staff attitude, value for money, location, call centre, and website quality.
The criteria was assessed on a ‘before and after experience’ basis to evaluate the difference between customer expectations of service and actual satisfaction with the service.
Nine out of 14 industry categories in the country scored above 80 points offering a desirable level of service.
While no category met the criteria of ‘incredible service’, with 90 points and above, to feature in the ‘Heroic’ rankings, electronics, Arab airlines, furniture, cafés, casual dining, fast food, clothes, new car sales, and supermarkets received ‘Good’ rates of satisfaction from consumers in the country.
Car service and hospitals fell in the ‘Ordinary’ rankings with an average level of service; and retail banks ranked 69.7 to be ranked as ‘Bland’ with a bare minimum level of service.
Faten Abu-Ghazaleh, president of Service Hero, said: “Since the launch of the index in the UAE in 2016, private companies in the country had shown continuous improvement in customer satisfaction scores. However, as our 2019 mid-year results reveal, consumers were not as happy and satisfied with the services provided in the first half of this year as they were in the corresponding periods in the previous years.”
Arab airlines is the only category to have shown continued growth in customer satisfaction scores since 2016.
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