81 percent of inkjet MFP users who rate their satisfaction with their device as ‘outstanding’ will “definitely” buy another inkjet MFP from the same brand, compared with 50 percent for all users.
A further 66 percent of customers purchase inkjet MFPs in a store while 32 percent buy them online, according to research by JD Power, SYS-con Media reported.
When choosing a brand, price was the primary factor, followed by brand reputation and previous experience with the brand. The average amount paid for one of the devices was $144 (€131).
Overall satisfaction with the devices came in at 850 (out of 1,000) in 2015, dropping seven points from the 2014 figure, with satisfaction drops in all factors year-on-year, including most notably customer service and ease of operation, which dropped 23 points and 12 points respectively.
Customers who rated overall satisfaction at 10, the maximum amount, provide 5.6 on the same scale for positive recommendations to family and friends, compared with 2.5 for those whose overall satisfaction was eight.
Christina Cooley, Director in the Diversified Services Industries Practice at JD Power, said: “Eease of operation and customer service has emerged as problematic this year. If customers who have difficulty operating their printers call customer service for help but then have a poor experience resolving their problem, the perception of printer quality is diminished.
“The printers that perform well, are dependable, and are user-friendly will have the best opportunity to delight customers and maintain loyalty and advocacy for the brand.”