Japanese Zojirushi - Post-sales Service and Process Satisfaction Study
Case Details
Company Overview Zojirushi is a well-known Japanese brand of high-quality consumer appliances, with product lines including rice cookers, electric water bottles, and vacuum-insulated bottles. The company has earned global recognition for its precision engineering and reliable performance. Zojirushi operates subsidiaries in South Korea, mainland China, Taiwan, Hong Kong, and North America, and is listed on the Osaka Securities Exchange. Shanghai Zojirushi Home Appliance Co., Ltd. is the primary business entity of Zojirushima in mainland China, responsible for product sales and after-sales service. It builds a complete service ecosystem through a customer service center, online platforms, and offline repair networks, committed to delivering efficient and professional service experiences to Chinese consumers.
Research background
To systematically assess the overall quality of Zojirushi's post-sales service and improve customer satisfaction and loyalty, Shanghai Zojirushi Home Appliance Co., Ltd. commissioned CEIDEA Research to conduct a customer satisfaction study in August 2022. This project aims to obtain authentic user feedback through an objective, third-party approach, identify strengths and weaknesses in service processes, and provide data support for post-sales service optimization.
Research scope
The study employed telephone follow-up interviews to assess the satisfaction of 1,000 customers who had used Zojirushi's after-sales services within the past three years. The research focused on the overall customer experience during the post-sales process, covering key dimensions such as response time to issues, service attitude, repair efficiency, and satisfaction with the resolution outcomes. Through data analysis, the study identified critical factors influencing customer satisfaction and loyalty, and established a customized post-sales service satisfaction evaluation framework for Zojirushi, to be used internally for quality management and service improvement. The study also emphasized the exploration of potential unmet customer needs, providing reference for future service innovation and customer retention strategies.
Expected outcomes
Through this study, Zojirushi will gain a comprehensive understanding of customers' true perceptions and expectations regarding each stage of post-sales service, identify key factors affecting satisfaction, and categorize and prioritize customer needs. The research findings will help Zojirushi establish a scientific and systematic post-sales service satisfaction evaluation framework, enhance its service response and resolution capabilities, strengthen customer retention and loyalty, and ultimately drive continuous improvement in customer retention rates and market influence within China.
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