“I spent over 1 million won ($750) on a Dyson cordless vacuum cleaner. Although I never dropped or mishandled it, the motor stopped working. After sending it in for repair, I waited a month with no updates before being told the delay was due to a parts shortage. Two months later, they informed me the repair was impossible and offered a discount coupon for a new product instead,” said Consumer A, recounting their experience.
“My Dyson hair dryer suddenly stopped working, so I contacted customer service. Their response was delayed, and it took a month to get the repaired product back. Some customers have waited as long as three months due to parts shortages. I’m reconsidering whether Dyson is worth the hassle,” shared Consumer B.
Complaints about Dyson’s after-sales service (AS) have been mounting online, with dissatisfied customers voicing concerns about delays, unresponsive service, and frequent product issues. In November 2023, Dyson introduced revised AS policies after similar grievances surfaced, promising improvements such as free repairs, product exchanges, and refunds within the warranty period. However, persistent complaints suggest the measures have not fully resolved consumer frustrations, raising concerns about Dyson’s position in the competitive South Korean market.
Dyson’s revised AS policies included free service during the warranty period, regardless of fault, except in cases of deliberate misuse. Additionally, the company lowered repair costs for haircare products for up to two years beyond the warranty period.
Still, many customers report continued challenges. Consumer C, a Dyson Airwrap user, shared their experience in an online forum. “Even getting a response to a repair inquiry takes too long. Replacements can be delayed for more than two months due to parts shortages. Dyson also recommends cleaning the filter every three days and limiting usage to under 20 minutes to avoid damage. For a product costing around 700,000 won, this level of maintenance is unreasonable.”
Another consumer, D, described a series of problems after purchasing a Dyson hair dryer on the company’s official website. “The product was defective upon arrival. After finally getting a replacement, the new one was also faulty. Customer service was unhelpful, so I asked for a refund. Later, I bought another hair dryer from a department store, but it broke within a year. The replacement process required an engineer to visit my home, which was cumbersome and time-consuming.”
Experts emphasize that Dyson must improve its service to retain its reputation among South Korean consumers. “Dyson products are priced at a premium, and the after-sales support should match that expectation. Compared to competitors like Samsung and LG, Dyson’s AS policies fall short. If this perception continues, the brand risks losing its competitive edge in the market,” said Lee Eun-hee, a professor at Inha University.
The Korea Consumer Agency reports a sharp increase in complaints about Dyson, with 864 cases filed to the 1372 Consumer Counseling Center in 2023—a 66.8% jump from the 518 complaints reported the previous year.
