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Click here to purchase the latest detailed Roy Morgan Retail Satisfaction Report

According to the Roy Morgan Retail Customer Satisfaction report for the 12 months to December 2009, Supercheap Auto customers were the most satisfied in the car accessories and car care products stores category, and showed the greatest improvement in the latest 12 months.

Overall, the average satisfaction rating of the auto stores surveyed was 83.8%, which was 2.4% points below the average satisfaction recorded by all non food stores (86.2%). The best performer was Supercheap Auto with 85.5% of their customers either ‘very’ or ‘fairly’ satisfied, followed by Autobarn (83.0%) and Repco customers (82.9%).

Of these 3 stores, Supercheap Auto had the most improved satisfaction score, increasing by 4.1% points. Repco also experienced strong gains in satisfaction during the same period, increasing by 2.3% points. The only store to record a lower customer satisfaction result was Autobarn, dropping by 0.7% points.

Roy Morgan Single Source (Australia): Jan 2008 - Dec 2009.
Sample: Total purchased from a car accessories and car care products store the last 4 weeks Jan 2008-Dec 2008 n=2,739, Jan 2009—Dec 2009 n=2,635.

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

“Over the last year there have been significant changes in the satisfaction ranking for auto stores with Supercheap Auto taking over market leadership from Autobarn and Repco improving to be on a similar level to Autobarn. It is also worth noting that Supercheap Auto in NZ has also performed well over the last 12 months, and is currently marginally ahead of Repco.

“With the 3 brands controlling most of the retail sales of car care and accessories in Australia, any sizable shifts in their relative customer’s satisfaction levels has the potential to impact on customer retention in such a highly competitive market.”

For the detailed Roy Morgan Retail Satisfaction Report including satisfaction with each of the Retail categories and brand within each category visit the Roy Morgan Online Store.

Please click on this link to the Roy Morgan Online Store.

http://www.roymorganonlinestore.comNon-Food-Retailer-Satisfaction

For comments or further detail, please contact:

Norman Morris, Industry Communications Director

Email: Norman.Morris@roymorgan.com

Telephone: +61 (3) 9224 5172; Mobile: +61 402 014 474

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