Apple phones most satisfying for US customers: Study

Apple ranks highest in overall satisfaction among wireless customers of T-Mobile (844) and Verizon Wireless (837) in the US, according to a study.

Highly satisfied owners spend on average, $6 more per month on wireless services than owners with lower satisfaction, the study found.

Additionally, brand repurchase intent among highly satisfied owners is 20% higher than among owners with low smartphone satisfaction (ratings of 7 or lower).

Although smartphone owners continue to cite features as the primary reason for selecting a device, the rate has declined significantly to 32% from 38% in the 2013 study.

Now in its 9th year, the J.D. Power U.S. Wireless Smartphone Satisfaction Study measures customer satisfaction based on four factors (listed in order of importance): performance (29%); features (26%); physical design (23%); and ease of operation (22%).

The study measures customer satisfaction with wireless OEMs across Tier 11 wireless carriers. Satisfaction is calculated on a 1,000-point scale.

The study found that a brand's ranking is closely related to the performance satisfaction with its latest smartphone models, which often feature the newest technology and features and services.

'Satisfaction with performance differs by smartphone brand across carriers,' said Kirk Parsons, senior director and practice leader of telecommunications at J.D. Power.

'When launching a new smartphone device, carriers should be mindful how they position the device features and services.

'This can influence model selection and a customer's experience with the device. When customers are satisfied with their smartphone model selection, the OEM and carrier can benefit through customer loyalty and repurchase intent,' he added.

When the smartphone performs well, it increases the likelihood of model loyalty and customer satisfaction with the brand, the study said.

For example, advance performance and technology such as facial recognition, finger print security identification and latest OS platforms have helped drive satisfaction up with the latest device launches for the Apple iPhone 6 series, HTC One Max series and Samsung Galaxy 5 and Note 4 series.