Most satisfied mobile customers revealed
New research from the South African Customer Satisfaction Index (SAcsi) finds that Vodacom and MTN lead the mobile telecoms retail stores industry in terms of customer satisfaction.
Customers gave the mobile telecoms retail stores industry an average satisfaction score of 74.8 out of 100, against which Vodacom scored 4.1% higher and MTN scored 1.7% higher.
SAcsi is a national economic indicator of customer satisfaction in the quality of products and services available to household consumers in South Africa.
When comparing the SAcsi results in mobile networks, Vodacom achieved on-par with the industry, but now shows a marginal lead on MTN in the mobile telecoms retail report, SAcsi said.
| Company | Satisfaction score (out of 100) |
% from average |
| Industry average | 74.8 | – |
| Vodacom | 78.9 | 4.1 |
| MTN | 76.5 | 1.7 |
| Cell C | 74.8 | 0.0 |
| Telkom Direct | 68.2 | -6.6 |
| Altech Autopage | 62.0 | -12.8 |
Along with Vodacom and MTN, SAcsi measured Altech Autopage Cellular, Cell C, and Telkom Direct, all of which were selected by market share.
Cell C scored on par with the industry average, while Telkom Direct and Altech Autopage Cellular both scored below par at 6.6% and 12.8% below industry average, respectively.
SAcsi said it holds a licence with the American Customer Satisfaction Index (ACSI), and now forms part of a growing number of ACSI licensed partner countries worldwide.
The body found that South Africa’s mobile telecoms retail stores industry ranked third out of the countries measured under the ACSI global licence programme.
The international benchmark in mobile telecoms retail stores is the UK with a customer satisfaction score of 78.0 out of 100. South Africa outranked South Korea and Singapore, but lagged marginally behind the USA.
SAcsi founder and CEO, and an expert in customer satisfaction, Professor Adré Schreuder said: “The industry model for mobile retail can predict the outcome of changes in customer loyalty with 77.8% accuracy.”
The model combines three drivers of customer satisfaction: customer expectations, perceived quality and perceived value.
The calculated customer satisfaction index is statistically linked to two outcomes, i.e. customer complaints, and customer loyalty.
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