The Roy Morgan Customer Satisfaction results for February are in, and as usual, the retail category is abuzz with new leaders, close calls and the sense that you’re only as good as your last transaction. Auto parts and hardware stores are a case in point, with last year’s overall winners Autobarn and True Value Hardware both being overtaken by rivals in recent months.
Repco is currently leading auto retail, scoring a customer satisfaction rating of just over 88%. Autobarn (winner of the 2014 Auto Store of the Year) is in second position with 87%, a fraction ahead of Supercheap Auto.
In the competitive field of hardware retail, less than a percent separates the soaring customer satisfaction ratings of February leader Bunnings and Mitre 10, while 2014 Hardware Store of the Year, True Value Hardware, is close behind in third place.
Customer satisfaction February 2015: Hardware and auto stores
Source: Roy Morgan Single Source (Australia), March 2014-February 2015 (n=15,990).Base: Australians 14+
He says, she says
Although a greater proportion of men than women shop at the hardware stores measured in the Customer Satisfaction Awards, women are consistently more likely to be satisfied customers. This gender difference is especially evident in the satisfaction levels for True Value Hardware (91% of women vs 86% of men) and Masters (90% of women vs 82% of men).
A higher proportion of men also shop at auto stores and, in the case of Repco and Autobarn, are considerably more likely than female customers to be satisfied with the service they receive. However, the opposite is true for Supercheap Auto, which achieved a 90% satisfaction rating among its female shoppers (compared with 85% of men).
Michele Levine, CEO, Roy Morgan Research, says:
“There’s never a dull moment when it comes to customer satisfaction ratings for our retail categories — as the February results for auto retailers and hardware stores indicate. While both categories had very convincing overall winners last year, the playing field has shifted since then, with new leaders emerging in the first couple of months of 2015.
“While men account for the majority of customers at hardware stores and auto retailers alike, they are not necessarily more satisfied than women. In fact, the hardware chains appear to be doing a particularly good job of keeping their female shoppers happy, as does Supercheap Auto.
“Despite the almost photo-finish between hardware leader Bunnings and close contender Mitre 10, their satisfaction ratings vary subtly among different generations of customers. Bunnings does best with Pre-Boomers and Generations Y and Z, while Mitre 10 has the advantage with Baby Boomers and Generation X shoppers.
“Updated every month with data from our comprehensive Single Source survey (the largest of its kind in the world), our Customer Satisfaction ratings provide a regular reminder that shoppers appreciate, remember and reward good customer service.”
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.
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