SB/T 11257-2025 in English

Background and Significance of Standard Development

SB/T 11257-2025, "Specifications for Evaluating Customer Satisfaction with After-Sales Service of Household Appliances," was issued by the Ministry of Commerce on June 16, 2025, and will officially take effect on January 1, 2026. This standard, under the supervision of the Home Appliance Service Industry Standardization Technical Committee, was jointly drafted by leading industry companies including the China Household Appliance Service and Repair Association, Qingdao Haier Home Life Service Co., Ltd., and Midea Group Co., Ltd.

As the home appliance industry transitions from a product-oriented to a service-oriented approach, after-sales service quality has become a key factor influencing consumer purchasing decisions and brand loyalty. This standard fills a gap in standards for evaluating after-sales service satisfaction in home appliances, providing the industry with a unified and scientific evaluation methodology.

Analysis of the core concept system

The standard clarifies the core terminology definitions of home appliance after-sales service satisfaction evaluation and constructs a complete theoretical framework:

Evaluation Model and Indicator System

The standard provides two core models: a comprehensive evaluation model and a specific service evaluation model to meet different evaluation needs:

Comprehensive Evaluation Model Architecture

Based on GB/T 19038-2009, it includes seven core structural variables: brand image, service quality expectations, service quality perceptions, service value perceptions, customer satisfaction, customer loyalty, and customer complaints. A complete causal path relationship is formed between each variable.

Classification of special service evaluation models

Standardization requirements for evaluation process

The standard stipulates a complete evaluation process to ensure the scientificity and standardization of the evaluation activities:

Questionnaire design specifications

Questionnaire design must follow 8.1 Basic requirements and 8.2 Process and content:

• Clear title: Clearly explain the content and objects of the survey
• Complete instructions: Include the survey background, purpose, and confidentiality statement
• Structured questions: A three-tier structure of statistical information, core questions, and other related questions
• Scale standardization: It is recommended to use the Likert scale format

Technical requirements for sampling surveys

The standard provides two methods for determining the sampling sample size: statistical method and empirical method:

Data Processing and Analysis Methods

Chapters 11 and 12 of the standard specify in detail the technical requirements for data processing and analysis:

Data Quality Control

• Questionnaire Screening: Set a response rate threshold of ≥90%
• Repeatability Check: Exclude data above the preset repetition rate
• Missing Value Handling: Three strategies: deletion, filling, or no action
• Outlier Identification: Use statistical methods such as box plots and standard deviation

Multidimensional Analysis Framework

The standard requires in-depth multi-dimensional analysis, including structural variable analysis, observational variable analysis, demographic variable impact analysis, and longitudinal comparative analysis, to comprehensively explore the factors affecting satisfaction.

Evaluation Report Writing Specifications

According to the requirements of Appendix C, the evaluation report should include the following core contents:

Implementation suggestions and continuous improvement mechanism

Based on the standard requirements, the following implementation suggestions are provided to enterprises:

Assessment organization selection strategy

Select an appropriate assessment method based on the actual situation of the enterprise:

• Enterprise self-assessment: Applicable to daily service quality monitoring
• Industry organization assessment: Applicable to industry benchmarking and best practice sharing
• Third-party assessment agency: Applicable to certification or evaluation with high objectivity requirements

Continuous improvement cycle mechanism

Establish a continuous improvement mechanism of "assessment-improvement-reassessment":

1. Problem diagnosis: Identify service shortcomings based on assessment results
2. Improvement measures: Develop targeted service improvement plans
3. Effect Verification: Verify the improvement effect through subsequent evaluation
4. Standardization: Solidify effective improvement measures into standard operating procedures

Digital Transformation Recommendations

In line with the standard's requirements for digital services, it is recommended that companies:

• Develop an intelligent customer service system to improve remote service efficiency
• Establish a service progress visualization platform to enhance service transparency
• Utilize big data analysis technology to achieve satisfaction prediction and early warning
• Build an omni-channel service data integration platform to achieve a 360-degree customer view

Value of Standard Application and Industry Impact

The implementation of SB/T 11257-2025 will have a profound impact on the home appliance service industry:

Value to Companies

• Provide a scientific and unified satisfaction evaluation methodology
• Help companies accurately identify service improvement opportunities
• Support enterprises to establish a customer-centric service culture
• Provide data support for enterprise service innovation

Value to the industry

• Establish industry service quality benchmarks and evaluation standards
• Promote the overall improvement of the industry's service level
• Provide a basis for industry policy formulation and regulatory requirements
• Promote the development of the home appliance service industry towards specialization and standardization

As the first satisfaction evaluation specification in the field of home appliance after-sales service, this standard will effectively promote the upgrading of industry service quality and help home appliance companies build a new service model with customer satisfaction as its core competitiveness.