Appliances Poll High in Customer Satisfaction

But service scores are mixed in ASCI survey

By Alan Wolf, YSN

The results are in for the annual American Customer Satisfaction Index (ASCI), and it’s a tight race at the top for home appliances.

The 2025 report is based on 16,205 emailed responses from randomly selected consumers who rated appliance brands, product features and support services on a scale of 0 to 100.

According to the poll, only 2 points separated the highest- and lowest-ranked brands in appliances, which includes kitchen and laundry products. Samsung (up 1%) now shares the lead with Whirlpool (down 1%) with satisfaction scores of 82. LG (down 1%) sits a point off the leaders at 81, followed by Bosch, Electrolux (up 1%) and GE/Hotpoint/Haier (up 1%) at 80 apiece. After experiencing strong U.S. sales growth in 2024, Bosch saw the largest gain on the appliance chart, climbing 3% year over year, ASCI said.

Within product categories, Whirlpool leads the over-the-range microwave (85) and refrigerator (84) segments with scores of 85 and 84, respectively, and tied Samsung for highest satisfaction in clothes dryers (82). LG won the top spot in washers (84) and tied Bosch atop dishwashers (82). The GE triumvirate was first in the combined range/cooktop/oven segment with a score of 83.

As for product features and attributes, consumer satisfaction with mobile apps jumped 4% to lead all other benchmarks. Respondents also gave high marks to appliances for their capacity, durability and design.

On the service front, customers indicated an improvement in completions and timeliness of repairs, pushing those scores up 4% and 3%, respectively. However, the overall lower scores for service “shine a light on the opportunity companies have to distinguish themselves, whether that’s choosing the right appliance, day-to-day usage, or service and customer interactions ,” ASCI said.

The total score for the home appliance category rose 1% to 81.

Now in their 25th year, the ASCI surveys were developed at the University of Michigan to measure perceived product quality and value; customer expectations, complaints and loyalty (including customer retention and price tolerance); and overall satisfaction for over 40 key industries. This year’s study was fielded between July 2024 and June 2025.

The complete appliance report, which also includes electronics and floor care, is available here.

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