Samsung Electronics Service and LG Electronics have posted strong performances in the call center institutional sector of the 2026 Service Quality Index of Korean Industries, released by Korea Management Association Consulting (KMAC), underscoring the growing role of AI-driven customer support in the home appliance service industry.
Samsung Electronics Service announced on May 27 that it had been named a “customer-delighting call center” for the fourth consecutive year and an “excellent call center in Korea” for the 17th consecutive year. The company said the achievement marks the first time in the home appliance service sector that a single firm has simultaneously secured top recognition in both institutional categories. Among 346 companies evaluated this year, only 15 were selected for the customer-delighting call center designation.
The company’s performance was driven by strong scores across key evaluation criteria, including speed of call connection, user convenience, proactive consultation, and customer empathy. Samsung Electronics Service has also continued to enhance its AI-based consultation systems, aiming to improve response accuracy and shorten processing times as demand for efficient and personalized service grows.
LG Electronics also delivered a notable result, being named the industry’s sole “leader in non-face-to-face channels,” a newly introduced category this year designed to assess customer service capabilities leveraging AI and digital technologies. The recognition highlights LG’s push to expand digital-first service channels in response to shifting consumer preferences.
Central to LG’s evaluation was its proprietary AI assistant, Qbot, which integrates structured consultation data, product expertise, and the accumulated know-how of experienced counselors to deliver consistent and standardized service. The company was also selected as an excellent call center for the fifth consecutive year, reinforcing its position in the evolving customer service landscape.
The latest KMAC assessment reflects intensifying competition among major electronics firms to differentiate through service quality, particularly as AI becomes a core t