Monday, September 12th, 2011 - Roy Morgan Research

The Good Guys outperformed Retravision for satisfying more of their customers, and were significantly ahead of Betta Electrical and Dick Smith in the latest customer satisfaction for electrical stores, according to the Roy Morgan Retail Satisfaction Report for June 2011.

The Good Guys lead in the Electrical stores category with 90% of their customers either ‘very’ or ‘fairly satisfied’, just ahead of Retravision (88%). Betta Electrical came in third at 86%, followed by Dick Smith at 84%.

Satisfaction* with Electrical Stores

Purchase the detailed Roy Morgan Non-Food Retailer Customer Satisfaction Report
Source: Roy Morgan Single Source July 2010 - June 2011. Total bought from one or more Electrical store(s) in the last 4 weeks n=3,182 .*Satisfaction Rating based on respondents who were “very satisfied” or “satisfied” with each store bought from in the last 4 weeks.

Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“Another positive result in the latest quarter for The Good Guys, has placed the electrical goods retailer not only in a stronger position in the electrical stores category, but also put them into the top 10 of all the retailers monitored in the retail satisfaction report.

“This gives The Good Guys a two percentage point advantage over nearest rival Retravision for satisfying more of their customers, and a full four percentage points ahead of Betta Electrical.

“Dick Smith still lag in last place in the category but increased their satisfaction levels marginally from the previous quarter.

“With the lure of obtaining a bargain online made more appealing by strong exchange rates over the last year or so, retailers in the electrical stores category have to not only be competitive on price, but also go that extra mile in customer service. The Good Guys are obviously up there alongside retailers leading in satisfaction, but with the other electrical stores not too far behind, the difference may just be taking those few extra steps to assure customers return to your store.”


The complete Roy Morgan Non Food Retailer Customer Satisfaction Report provides a ranking of satisfaction among all of the stores measured and looks at long and short term trends for overall customer satisfaction, at the category level and then at the individual store level.

An extensive range of detailed Roy Morgan  Retail Store Customer Profiles is available, including electrical stores such as The Good Guys, Retravision, Betta Electrical, Dick Smith. These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.

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Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company.

Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.

Vaishali Nagaratnam
P: 0392245309


Retail Store Customer Profiles, electrical stores, The Good Guys, Retravision, Betta Electrical, Dick Smith



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