#Japan #Tokyo #JAL Card #Hankyu Railway #JCSI 2025

JCSI 2025 Customer Satisfaction Index Results

On December 16, the Japan Productivity Center for Services Industry Productivity announced the results of the fifth survey for the 2025 Japanese Customer Satisfaction Index (JCSI). This survey assesses customer satisfaction across seven sectors, including home appliances, general merchandise stores, clothing retailers, various specialty stores, suburban railways, credit cards, and cinemas. It is one of Japan's largest surveys aimed at visualizing and quantifying customer satisfaction, thereby providing useful information for the growth of businesses and industries.

The survey measures nine indicators related to customer satisfaction, with a notable focus on three highly applicable metrics for management goals:

1. Customer Satisfaction: This indicates the level of satisfaction that individuals felt during their use of the service.
2. Recommendation Intention: This shows how likely respondents are to share their positive experiences with others regarding the service or product.
3. Wow Factor: This measures the extent to which customers had surprising or emotional experiences when utilizing the brand or service.

Survey Details

The JCSI survey was conducted online from October 14 to October 27, 2025, with a total of 21,395 respondents. Out of these, 19,295 responses were included in the rankings for 60 different companies and brands. The survey closely examined the competitiveness of 70 companies across the designated sectors, which included:

• - Home Appliances Retail
• - General Merchandise Stores/Home Centers
• - Clothing Retailers
• - Various Specialty Stores
• - Suburban Railways
• - Credit Cards
• - Cinemas

The results indicated that Hankyu Railway has achieved the top spot in customer satisfaction for an impressive 17 consecutive years. Additionally, JAL Card made history by achieving the first rank in the credit card sector, marking a significant milestone.

The methodology used in the survey includes two phases to ensure a comprehensive evaluation of the service experiences:

• - Phase 1: A preliminary response from approximately 102,000 individuals regarding their service experience was collected.
• - Phase 2: A detailed evaluation was conducted with about 400 individuals who met specific selection criteria, asking them to provide further insights regarding their usage of the service.

Summary of Findings

For the recent survey, the three significant metrics for performance assessment were:

• - Customer satisfaction reflected on past interaction, showing overall contentment with the services provided.
• - The recommendation intention indicated higher propensity towards favorable discussions about the service among users, highlighting a trust in promoting the service through word of mouth.
• - The wow factor revealed experiential anecdotes from consumers, further enhancing the brands' appeal among existing and potential customers.

The results signify the unwavering commitment of Hankyu Railway to pursue excellence in customer service. By continuously adapting to consumer needs and expectations, they have maintained their top position in the index. Through innovative initiatives and customer-centric services, Hankyu has set a benchmark in the transportation sector.

Meanwhile, with JAL Card’s emergence to the top position in the credit card industry, it reflects an overall shift in consumer preferences towards brands that prioritize customer experience and satisfaction.

The complete rankings of brands, along with detailed performance metrics across all sectors, can be found in the attached material. This comprehensive study of customer satisfaction not only assists companies in understanding their standing but also encourages healthy competition aimed at enhancing consumer experiences.

As we reflect on these findings, it’s essential for businesses to recognize the importance of customer satisfaction and adapt their strategies accordingly. They must strive to create engaging, value-driven interactions that resonate with consumers on an emotional level, ultimately fostering loyalty and advocacy.

For further information, please refer to the Japan Productivity Center for Services Industry Productivity and their detailed report on the 2025 JCSI outcomes.