Samsung Electronics Co., Ltd. (LON:BC94)(KRX:005930) is going through a not so good phase as its devices have failed to register impressive sales and generate sufficient interest unlike the devices from its bitter rival Apple Inc. (NASDAQ:AAPL). Even, the latest much-hyped release from the company, Galaxy S5 handset got a disappointing response from customers and the reviews were not very impressive as well.

However, on one front the Korean firm has been able to outsmart its U.S. rival. American Customer Satisfaction Index has recently released a data, where Samsung topped the handset category.

About the survey

The survey comprised of 70,000 U.S. based respondents, who were asked questions about how satisfied they were with the range of products and services covered. The scoring was done on a scale of 100 of which Samsung Electronics Co., Ltd. (LON:BC94)(KRX:005930) secured 81 points, which was not only highest and a respectable score, but also exceeded Apple Inc. (NASDAQ:AAPL)’s 79 points. Samsung’s points went up by five this year in comparison with that of last year while Apple scored two less points this year.

Apple Inc. (NASDAQ:AAPL) has widely promoted the new bigger screen iPhone 6, which is available in two sizes – 4.7 inch and 5.5 inch. The device garnered good response, and within the first weekend it registered sales of more than 10 million units. Even the success of the iPhone could not help Apple to bag the top spot on the index, however, the results do reveal that the margin of difference is minute between the two.

Samsung counting heavily on S6

Samsung Electronics Co., Ltd. (LON:BC94)(KRX:005930) is all set to release its new device Galaxy S6, which would definitely get help from the numbers released by the survey. These numbers could be used by the Korean company in its promotions of the new device on which the company is counting heavily to help it get back on track. For the third-quarter, Samsung reported its lowest smartphone sales in past three years.

The head of investor relations at Samsung Electronics Co., Ltd. (LON:BC94)(KRX:005930), Robert Yi acknowledges that the company has been slow to adapt to the changing market conditions over the past year. According to senior vice president Kim Hyun-joon, the firm has plans of focusing less on the high-end handsets and shifts its focus to different price tiers as part of shift in strategy in 2015. The company is trying hard to rejuvenate its handset business, and for this it has plans of reforming its product portfolio fundamentally, as informed by the Samsung executive.