Customers were least satisfied with clothing chains and home improvement stores, according to the Swedish Quality Index’s (Svenskt Kvalitetsindex, SKI) autumn national retail study.
The deregulation of the pharmacy market and the flood of new competitors has made customers more satisfied with the industry compared with last year’s survey. Above all, more customers think that the for counseling have improved.
Apoteket also received points for for living up to customer expectations for products and services and above all its service quality, with personal service and advice receiving high marks.
Among clothing chains, H&M once again received the lowest rating, while Dressmann came out on top.
ICA continued to lead the supermarket industry, but both Coop and Axfood increased their level of customer satisfaction, with the sector demonstrating a marked increase on the whole compared with previous years. Among large chains, City Gross and ICA Kvantum won the highest customer satisfaction rating among individual stores.
Building supply stores came in at the same levels as 2009, with Hornbach winning top marks in customer satisfaction again.
Overall, all sectors improved their image in 2009. Systembolaget especially received higher marks for product quality and value. Grocery stores earned significantly higher values in terms of service, but also value for money. Meanwhile, pharmacies increased in perceived service quality, but fell in products and loyalty.
Systembolaget climbed several spots in this year’s satisfaction ratings and has risen for the seventh straight year.
More than 300,000 interviews were conducted, including about 4,000 interviews with private clients for grocery stores, pharmacies, clothing chains, building suppliers and Systembolaget from October 14th to November 22th by PFM Research.
SKI has conducted regular surveys on customer satisfaction and the quality of private and public sectors since 1989. Research and development is conducted at both the Swedish Institute for Quality (Institutet för Kvalitetsutveckling, SIQ) and Stockholm School of Economics.