South African consumers gave supermarkets a customer satisfaction score of 80.6 out of 100, according the South African Customer Satisfaction Index (SAcsi) released today, which is higher than the score of 79 out of 100 achieved last year.
The score is also the highest among those countries where customer satisfaction in supermarkets is measured.
The supermarkets measured were Woolworths, Pick n Pay, Spar, Checkers and Shoprite, 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 of SAcsi and CEO of Consulta Research. “Although Spar maintained the customer satisfaction score from last year, other brands improved their scores, which had the consequence of a below par rating for Spar. What this tells us is that it is not enough to maintain customer satisfaction levels in this industry. Instead, brands need to improve their scores at higher rates than their competitors,” he says.
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,” he says.
South African customers rated our supermarkets higher in customer satisfaction (80.6) than supermarket customers in the USA and Kuwait. The UK, Turkey and Singapore occupy a combined third place internationally.
SAcsi is a national economic indicator of customer satisfaction in the quality of products and services available to household consumers in South Africa. It holds a licence with the American Customer Satisfaction Index (ACSI) and forms part of a growing number of ACSI-licensed partner countries worldwide.
About the research methodology
Each company was measured through telephonic and web-survey methods at a statistically reliable sample of at least 270 respondents per company. For supermarkets the total sample was 1416 randomly selected respondents who purchased groceries and food from Woolworths, Pick & Pay, Spar, Checkers and Shoprite
Customer satisfaction is measured using a complex model that has been rigorously evaluated, in line with the American Customer Satisfaction Index methodology.