Customer satisfaction rates up for SA supermarkets
The supermarkets measured were Woolworths, Pick n Pay, Checkers, Shoprite and Spar, all of which were selected by market share. Woolworths is the industry leader with a rating that is 5.5 points above the industry average satisfaction score. Pick and Pay and Checkers achieved the second highest score and Shoprite moved from a below par position last year to the third highest satisfaction score - on par with the industry average. Spar's customer satisfaction score slipped to below par this year.
"This is a highly competitive industry," explains Prof. Adré Schreuder, founder and chair of SAcsi. "Although Spar maintained the customer satisfaction score from last year, other brands improved their scores, which resulted in a below par rating for Spar. This tells us is that it is not enough to maintain customer satisfaction levels in this industry; brands need to improve their scores at higher rates than their competitors."
Woolworths customers have again given the supermarket an exceptionally high score (2.4 points higher than last year) - one of the highest in the SAcsi. It also has a slightly greater lead on the industry average than last year.
The overall customer satisfaction score is influenced by a number of factors, including the customer's expectations of the brand prior to his/her experience with it, perceived quality and perceived value.
"During the last year, we have seen a proliferation of loyalty-type programmes and customer benefits amongst the various supermarket chains. They are working hard to gain market share and this is reflecting in higher scores for perceived value overall. Despite not scoring as highly as Woolworths in terms of overall customer satisfaction, Pick n Pay and Checkers also showed high customer loyalty scores."
South African customers happier than counterparts
South African customers rated its supermarkets higher in customer satisfaction (80.6) than supermarket customers in the US and Kuwait. The UK, Turkey and Singapore occupy a combined third place internationally.
Customer satisfaction is measured using a complex model that has been rigorously evaluated, in line with the American Customer Satisfaction Index methodology. Although specific companies do not commission the SAcsi index, the detailed reports are available on a subscription basis. For more information, go to www.sacsi.co.za.
