[Sponsored Report] Hotels, tech colleges fared well in 2012: NCSI survey

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[Sponsored Report] Hotels, tech colleges fared well in 2012: NCSI survey


Students learn about 3-D digital contents production at the imaginary engineering center at Yeungjin College in Daegu. Provided by the school

Among the entire industries rated and ranked by the National Customer Satisfaction Index (NCSI) survey in 2012, Yeungjin College came out on top with the highest score. The private technical college in Daegu received 89 points among the 288 companies and organizations in 64 industries surveyed by the Korea Productivity Center and Chosun Ilbo in 2012. Yeungnam College of Science and Technology trailed in second (86 points) and following in close third was Samsung C&T Corporation (85 points).

The NCSI survey on various industries is announced quarterly. While decimals aren’t not taken into account for quarterly reports, the annual ranking takes the decimal points into consideration in case of a tie. The entire customer satisfaction score improved 0.6 percent showing 72.8 point in 2012 compared to 72.4 point in 2011. This is the highest score since the survey first started in 1998.

The Korea Productivity Center announced the NCSI 2012 final results and explained, “Despite the continuing global economic depression and unstable local economic situation, customer-centered operation of our companies and organization came through and managed to show an increase in customer satisfaction.”

Advance in hotels were remarkable

Among the top companies and organizations in 2012 NCSI survey, advance made by hotels was remarkable. Lotte Hotel, the Westin Chosun and Hotel Shilla placed its name from top 5 to 7. In addition, JW Marriott Seoul, Sheraton Grande Walkerhill, Grand Hyatt Seoul and the Plaza Hotel Seoul were named 11th, 13th, 14th and 17th outside of top 10, respectively, making seven hotels ranking in the top 20. Many colleges were placed among the top rank including Gwangju Health College (4th), Shinsung University (8th) and Chosun College of Science and Technology (10th).

Apartments fell in rankings

Apartment industry which traditionally swept the top ranks fell behind greatly due to severe depression in the real estate market. Daelim stepped down from fourth to 20th this year.

As for hospitals, many were ranked among the top with Severance Hospital ranking 15th followed by Samsung Medical Center (16th) and the Catholic University of Korea Seoul St. Mary’s Hospital (19th).

There was a big gap in ranking among industries. Hotels which were ranked in second place with local and international airlines in 2011 with 76 points became the top industry in 2012.

However, apartments which had ranked in the top tier with 77 points in 2011 stepped down having received only 75 points, placing itself on No. 6 along with refrigerator, electricity providers and large bookstore chains, which all scored within the top 6. Hospitals (77 points) were in the top 2 and midsized vehicles, sedans and postal services (all 76 points) were placed together in the top 3.

Among the 64 industries that were also surveyed in 2012, only 26 industries showed an increase in the score, a drop from 2011 when 35 industries among the total 61 showed an increase.

Leading companies of each industry boasted higher on-year jump in scores. Police administration service showed the highest increase of 4.4 percent from 66 in 2012. Internet protocol TV, cigarette and family restaurant each showed a 4.3 percent increase compared to the previous year.

There were 12 industries which showed a decrease in the survey. Railway services had the largest fall on-year from 73 points to 68 points.

In the case of railway services, the unreasonable standing tickets, KTX running with lights turned off and other issues are revealed as reasons for the decrease in the survey results.

More companies had high marks

Many companies are investing continuously in customer service and the more companies are receiving high scores than ever before. The number of companies with over 70 points in NCSI survey increased from 20 in 1988 to 253, a 12-fold increase.

Compared to 225 of 2011, about 30 more companies received higher scores. The percentage among the entire companies also increased from 78.8 percent in 2011 to 83.3 percent in 2012.

In contrast, companies with scores below 60 decreased on-year from 16.4 percent in 2011 to 8.7 percent.

An official at the Korea Productivity Center remarked, “The reason companies with high NCSI score increased is not because the number of companies for survey has increased but because the product and service provided by each company have reached the customer satisfactory level.”

By Lee Ji-hyun [concordia@joongang.co.kr]
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