The Roy Morgan Research Customer Satisfaction Awards for May have been announced, with Betta Electrical winning the Furniture/Electrical Store category for the third consecutive month. With a mighty 95% satisfaction rating, Betta maintains a comfortable lead over second-place getter, JB Hi-Fi (91%).
JB Hi-Fi started the year strongly, taking out the award for January (an equal first with Ikea) and February, but since March, Betta has proven better. The order of the top four retailers in this category is unchanged from last month, while Harvey Norman (86%) has snatched fifth spot from Retravision.
The Good Guys – winner of the annual Customer Satisfaction Award for this category since the Awards began in 2011 – remain in fourth place with a satisfaction rating of 90% -- hot on the heels of Ikea (a fraction above 90%).
Customer satisfaction: furniture/electrical stores, May 2015
Source: Roy Morgan Single Source (Australia), June 2014 – May 2015 (n=3,340). Base: Australians 14+ who shopped at furniture/electrical store in last 4 weeks
Who finds Betta better?
In the 12 months to May 2015, more than half of Betta Electrical’s customers were from the older ‘Boomer’ generations*. Baby Boomers were the more satisfied of the two groups, with 96% of them reporting that they were either satisfied or very satisfied with their experience at the store.
Curiously, although they comprise just 13% of Betta’s customer base, shoppers from Generation Z were the most satisfied (98%) with the retailer – a higher rating than they gave JB Hi-Fi (95%), a store much more popular with young Australians.
Andrew Price, General Manager – Consumer Products, Roy Morgan Research, says:
“The furniture/electrical store sector of the retail industry is big business. In an average four-week period, well over four million Australians aged 14+ (or 21% of the population) buy something from at least one of the nine retailers measured by Roy Morgan Research for this category of the Customer Satisfaction Awards. Yet only five or six seem to be excelling in keeping their customers happy.
“Some 25% separates the customer satisfaction ratings of this month’s winner, Betta Electrical, and the retailer in ninth position. Australian consumers are tough judges, and these Awards provide them with an outlet to express their satisfaction (or lack thereof), giving credit where credit is due.
“Betta will no doubt be encouraged by the high satisfaction rating they received from Gen Z shoppers: perhaps in decades to come, these same customers will still be shopping at the store in their Boomer years!”
* NB: Roy Morgan Research defines generations as follows: Gen Z were born between 1991–2005, Gen Y between 1976–1990, Gen X 1961–1975, Baby Boomers between 1946–1960, and Pre-Boomers before 1946
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