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Rakuten Card Achieves Premiere Customer Satisfaction Ranking

Rakuten Card Inc. has officially announced that its flagship credit card, the Rakuten Card, has been awarded the top position in the 2026 Japanese Customer Satisfaction Index (JCSI) within the credit card sector. This marks a significant achievement, as it is the 15th time that Rakuten Card has secured this prestigious recognition since the inception of the survey.

The JCSI, conducted by the Japan Productivity Center, serves as a critical tool for measuring customer satisfaction within the service industry, translating qualitative experiences into quantifiable data. Rakuten Card not only led the pack in overall customer satisfaction but also in the important category of loyalty, reaffirming its strong position in the market.

Performance Metrics

According to the latest survey, Rakuten Card received impressive scores across key performance indicators:

• - Customer Satisfaction: 70.6
• - Loyalty: 66.9

These figures highlight the company's commitment to delivering exceptional service and fostering customer loyalty.

Key Factors Behind the Success

Rakuten Card attributes its sustained high levels of customer satisfaction to a few crucial elements:

1. Unmatched Convenience: The Rakuten Card is known for its simplicity, with an annual fee of zero dollars, while the Rakuten Gold Card and Rakuten Premium Card provide continued incentives through reward points—1 point earned for every 100 yen spent. Additionally, the Rakuten Card App allows users to check their spending in real-time through push notifications, enhancing user engagement and convenience.

2. Ongoing Service Enhancement: With shopping transaction value reaching an impressive 26.5 trillion yen in fiscal year 2025, Rakuten Card continuously adapts its offerings to meet evolving consumer needs. Regular updates to the Rakuten Card App and an expanding lineup of credit card options ensure that customers always have the best available services at their fingertips.

3. Unique Ecosystem: Encouraging the use of collected Rakuten Points for various cashless payment options, investment opportunities, and day-to-day transactions enhances customer loyalty. Cross-utilization of services within the Rakuten Group further integrates these points into users' lifestyles, thereby reinforcing their commitment to the brand.

Since its launch in July 2005, Rakuten Card has experienced significant growth, reaching over 34.31 million cards issued as of June 2026. The company continues to foster cross-utilization across the Rakuten group and promotes cashless payment adoption both internally and externally.

As consumer needs evolve, Rakuten Card aims to enhance its services and functionalities further, supporting a comfortable and enriched daily experience through reliable financial solutions.

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Understanding the JCSI

The Japanese Customer Satisfaction Index (JCSI) survey is Japan's largest customer satisfaction study focused on the service industry. It quantifies and visualizes customer satisfaction, contributing to the growth of both enterprises and the industry by publishing results that serve as benchmarks for outstanding service performance.

About the Service Productivity Council (SPRING)

The Service Productivity Council (SPRING) strives to enhance service productivity through a collaborative platform involving academia, industry, and government. This initiative aims to support dynamic growth through the innovation and improvement of productivity within the diverse landscape of the service industry.

Key Terms Explained:

• - Customer Expectations: Anticipated impressions and expectations from using a service.
• - Perceived Quality: The evaluation of service quality during actual usage.
• - Perceived Value: The user’s assessment of the value received relative to the price paid.
• - Customer Satisfaction: The degree of satisfaction felt post-use.
• - Recommendation Intent: The likelihood of sharing positive experiences with others.
• - Loyalty: The intention to continue using the service in the future.