WESTLAKE VILLAGE, Calif., Aug. 7, 2013 /PRNewswire/ -- Appliance retailers need more than just a large selection of appliances or the best prices to satisfy their customers, according to the J.D. Power 2013 Appliance Retailer Satisfaction Study SM released today.
The study, now in its sixth year, measures customer satisfaction with the largest appliance retailers based on performance in six factors: sales staff and service; store facility; merchandise; price; delivery service; and installation service. The study finds that in a very competitive market, appliance retailers not only need to price match and carry a wide variety of appliance brands and models.
"They also must differentiate themselves through their staff greeting and assisting customers quickly; helping them find the right appliance for their needs, and ensuring the appliance is delivered on time, in good condition and is installed properly," said Christina Cooley, director of the home improvement practice at J.D. Power.First impressions of the sales staff are lasting impressions, and they begin when customers walk through the retailer's door. Slightly more than three-fourths (76%) of customers indicate that they were greeted promptly when entering the store. This is supported by the ongoing Appliance Mystery Shopping Program that J.D. Power conducts at the same retailers included in the study, in which staff across all retailers greeted appliance shoppers in less than two minutes, on average, as they entered the store. Once salespersons make contact with a customer, it is important that they assess the customer's needs by asking specific questions in order to narrow their recommendations down to a specific product. On average, 85 percent of customers indicate that the sales staff listened carefully to their questions or concerns. The Mystery Shop Program's second quarter findings show that the needs assessment process is usually conducted through an average of six questions.