Computers have become a standard appliance in most households, but why aren’t they easy to buy? This report analyzes the buying process of 842 US consumers that have recently purchased a computer. Apple is the leader across the buying experience but Dell and HP are not far behind. This report compares the customer satisfaction of the leading computer suppliers in five stages of the consumers buying process. It also examines influences and decision factors on the consumer buying decision by major PC manufacturer. Key findings are that Apple consumers care more about customer service than PC buyers, consumers that buy PCs directly from the manufacturer are more satisfied than those that buy at a retailer and Best Buy employees are more helpful than those at other retailers.
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