The National Customer Satisfaction Index for this year marked 78 points, down 0.2 points from the previous year, according to the Korea Productivity Center.
The agency has seen a slight decline in customer satisfaction across Korean industries for two consecutive years. This may reflect a sluggish global economy and a trend towards more cost-conscious consumption.
KPC, an affiliated agency of the Ministry of Trade, Industry and Energy, was established in 1957 to promote industrial productivity.
The 2024 survey was conducted on a total of 77,588 people nationwide who used products and services from 309 companies and universities across 80 business sectors.
Out of 73 sectors, only 8 sectors showed an improved customer satisfaction rating on-year, a slight decline from 11 sectors that improved in 2023. Seven sectors newly added this year included all-in-one printers, internet-only banks and debit cards.
Ranking the highest was Severance Hospital in Seoul, one of the largest and oldest hospitals in the country, which earned 84 points. The top 11 players with 82 points or more included six hospitals, Samsung C&T, Samsung Electronics Service, LG Electronics and Yeungnam University College.
Top-ranking companies and institutions were replaced in 16 sectors, while there were 16 sectors that saw more than one top-scorer, which the agency said highlighted the fierce competition among brands to win customer trust. KPC added that the gap between high-ranking organizations and the runners-up has widened, calling for the adoption of long-term approaches to enhance customer satisfaction.
In this year’s NCSI score, the education service sector recorded a notable increase of 1.8 percent, rising 1.4 points on-year. This was driven by higher student satisfaction across all three types of institutions -- national universities, private universities and vocational colleges.
In contrast, the water supply and waste and sewage disposal sector experienced the largest decline compared to last year. The sector's score may have been impacted by concerns regarding the use of uncertified rust inhibitors and ineffective water pipe cleaning.
According to KPC, customer satisfaction was closely linked to customer retention rates. This year, warranty services for electronic devices achieved the highest scores in both customer satisfaction and retention. The agency attributed this success to companies’ efforts to accommodate full-time workers who have limited access to services on weekdays.
Below are the top-ranking companies of 2024.

SK Broadband secured the top ranking among high-speed internet and IPTV service providers for a 14th consecutive year.
“We have consistently focused on innovation with our customers in mind. It is rewarding to see our efforts recognized in the NCSI score,” said a company official.
To enhance customer experience, SK Broadband has established a dedicated task force to improve service quality, content offerings, user interface design and hardware such as set-top boxes and WiFi devices. The company also gathers feedback from approximately 5,000 customers every month.
Since 2014, the company has operated an ombudsman program, known as B-Friends, which includes participants aged 20 to 50 of diverse household types and service usage patterns. These participants have contributed ideas to refine prototypes for new products and services.
SK Broadband has also integrated AI features into its flagship IPTV service as part of its strategy to transform into an AI-powered media company. Through its “A.” service, users can search for specific content using voice commands on over-the-top platforms, YouTube and websites.
Additionally, SK Broadband introduced a bundled service called B tv All+ to simplify content subscriptions. This offers access to real-time channels and a library of approximately 200,000 on-demand videos. The company expects this package to reduce the need for multiple monthly services as customers explore the recommended content.
“We take pride in maintaining the top position in the nation’s trusted customer satisfaction survey for over a decade. Moving forward, we will strive to truly understand and address their needs,” the company added.

For the past decade, KB Kookmin Bank has maintained its leading position in the commercial banking sector, earning accolades for improving accessibility and customer experience across both online and offline platforms.
Amid the financial sector’s rapid digital transformation, many older adults have felt overlooked. To better support senior citizens, the bank recently expanded its KB Senior Lounge service to five locations in Incheon.
KB Senior Lounge operates as a mobile outreach service, where a dedicated task force visits community centers for the elderly. Traveling in a large-sized van, the team assists seniors with deposits, withdrawals, bankbook issuance and pension receipts. Additionally, the bank offers educational sessions to help prevent financial fraud and voice phishing in concert with local centers.
KB Kookmin Bank has also supported small business owners affected by the COVID-19 pandemic through initiatives valued at 372 billion won ($252 million). These include interest cash-back support and autonomous programs tailored to business needs.
Earlier this year, the bank signed a memorandum of understanding with the Small Enterprise and Market Service and the Korea Federation of Credit Guarantee Foundations to boost regional economic growth. Under the agreement, KB Kookmin Bank contributed 6.7 billion won to establish a 100 billion won credit guarantee fund. This initiative aims to nurture "Licorn" – a small business in the life and cultural sector that generates added value.
In addition to the financial support, KB Kookmin Bank has hosted the KB GoodJob Job Fair since 2011, attracting over 1 million attendees to date. Over the past 25 years, nearly 5,300 companies have participated, sharing approximately 96,000 job openings and helping 38,000 individuals secure employment.
This year’s job fair featured special recruitment booths for companies that prioritize cultural fit and job aptitude. The bank introduced a “company culture zone” on a trial basis, showcasing its corporate culture and vision to potential job seekers.

Samsung C&T’s Raemian apartment brand has ranked first in the apartment sector of the National Customer Satisfaction Index for the 27th consecutive year, achieving the highest score of 83 across all industries in 2024. The company’s apartment brand, Raemian, has consistently topped the rankings since the survey began in 1998.
The company attributed this success to ongoing innovation and a strong focus on customer satisfaction. Recent advancements include the NextHome model, which allows residents to customize their living spaces to suit their individual lifestyles, and the Homeniq platform, a next-generation home service that integrates smart home technology with personalized residential features. Since its launch last year, over 33,000 households have adopted Homeniq, according to Samsung C&T.
“We are committed to creating living spaces that not only meet but exceed our customers’ expectations,” said Oh Se-chul, CEO of Samsung C&T’s construction division.
The company said it has also prioritized construction quality, addressing common issues like noise, condensation and leaks by implementing strict standards at every stage of development. Additionally, Samsung C&T operates a dedicated research center to reduce inter-floor noise, a common concern in apartment living.
Raemian’s Hestia service brand, introduced in 2005, continues to enhance customer satisfaction by offering property management and cultural activities such as art exhibitions and lectures, Samsung said. The recent launch of the Hestia 2.0 mobile app uses AI and VR technologies to automatically analyze service requests and assign engineers in real time, providing residents with a seamless experience.
“Our goal is to continuously enhance the quality of life for Raemian residents through innovative products and services,” Oh added.

Samsung Fire & Marine Insurance has been named the top insurer in the National Customer Satisfaction Index for the 24th consecutive year, marking the longest streak in South Korea’s financial industry.
Globally, the company has maintained strong financial stability, holding an A++ rating from A.M. Best for 13 years and an AA- rating from S&P Global Ratings.
“This milestone reflects our dedication to digital innovation and customer-first strategies,” a Samsung Fire official said. “We aim to lead the industry through continuous transformation and by redefining customer satisfaction.”
To better connect with customers, Samsung Fire expanded its online panel to 2,000 members, adding new groups for customers in their 20s, the company said. It also operates specialized call centers for senior citizens, younger customers and hearing-impaired clients. A large-font service has also been included on its website to enhance accessibility for elderly and financially vulnerable users.
In addition, Samsung Fire’s Customer Rights Protection Committee, established in 2009 and composed of external experts such as attorneys and medical professionals, has mediated 150 insurance disputes to date, the company said. It has also implemented an ID verification system to combat voice phishing.
The insurer has also been recognized for encouraging healthy habits like walking and safe driving through its Good Life Series app. Launched in 2022, the app offers self-check health tools for humans and pets. With over 1 million users, it provides rewards such as insurance discounts for active participation, Samsung Fire said.
The company has rolled out tailored products like the “My Fit” health insurance plan, designed to adapt to customers’ life stages, and a nursing health insurance plan for seniors. Its auto insurance services now include coverage for motorcycle emergencies and hybrid battery replacements, the insurer said.
“Samsung Fire is evolving into a comprehensive lifestyle solutions provider, enhancing services in health management, pet care and beyond,” the official added.