Service outweighs price in appliance survey
A customer satisfaction survey by J.D. Powers and Associates found that sales, delivery and installation service are slightly more important than facilities, product assortment and price when it comes to buying major appliances.
Combined, the importance of the sales staff, delivery and installation service factors slightly exceed the combined importance of the store facility, merchandise and price factors (51% versus 49%, respectively). Courtesy of the sales staff is the most important aspect within the sales staff and service factor, while courtesy of delivery personnel is the most important element of delivery service.
"Appliance retailers often try to compete on price and merchandise, but the main differentiator when it comes to satisfaction is having knowledgeable and courteous staff available to assess and help meet customer needs," said Jim Howland, senior director of the real estate and construction practice at J.D. Power and Associates.
Lowe's ranked highest in customer satisfaction with appliance retailers for a second consecutive year, achieving a score of 807 on a 1,000-point scale. The North Carolina home improvement chain performed particularly well in four of the six factors: store facility, price, delivery service and installation service. Following Lowe’s in the ranking were hhgregg (799), Sears (793) and Home Depot (783).
The 2011 Appliance Retailer Study is based on responses from more than 4,400 customers who purchased a laundry or kitchen appliance within the previous 24 months from a major appliance retailer. The study was fielded between March and April 2011.