Singapore customer satisfaction falls: survey

Singaporean customer satisfaction last year declined for the first time since 2011, after hitting a record high two years ago.

The Institute of Service Excellence at Singapore Management University (ISES) said last year’s customer satisfaction Index (CSISG) was 70.2 points, on a 0 to 100 scale. It dipped 0.93 points, or 1.3 per cent, compared to the 2014 data.

The ISES study recorded 42,501 respondents covering 2,330 firms across 11 sectors. In the fourth quarter last year, the finance and insurance sector was 1.44 points lower to a score of 70.9.

The general practitioners sub-sector scored 69.4 points, a decline of 2.10 points. The other health-care sub-sector, which includes dental and traditional Chinese medical clinics, scored 69.7 points, a drop of 2.47 points. The restructured hospitals sub-sector scored 68.6 points, a dip of 0.7 point, although the change was not statistically significant.

“For the banks sub-sector, satisfaction with ATMs, branches, credit cards, mobile apps, and personal bankers recorded lower year-on-year ratings. At the insurance companies, satisfaction with financial advisors and the contact centre had lower year-on-year ratings,” the report said.

ISES blamed a poorer performance from finance and insurance services and the health-care sector. Customer satisfaction dropped by 2 per cent in both sectors from 2014 to 70.9 and 69.6 points, respectively.

The ISES executive director Neeta Lachmandas said: “As the CSISG is a GDP-weighted Index, the year to year performance of the finance and insurance sector contributed substantially to the eventual national score. Together with the decline in satisfaction in the healthcare and private education sectors, these poorer performances led to a lower national score in 2015.”

The air and land transport and logistics sectors were introduced last year, so these did not have a year-on-year benchmark comparison.

Performance was generally lacklustre across the other sectors, ISES added. The private education sector scored lower year-on-year, while the info-communications, retail and tourism sectors were stable.

However, food and beverage and public education recorded increased scores. The air transport, land transport and logistics sectors were introduced in 2015 and thus do not have a year-on-year benchmark comparison.

The CSISG 2015 fourth-quarter survey was conducted between October 2015 and January 2016.

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