The four major hardware stores clearly lead the two smaller ones in customer satisfaction with ITM (77.6%) and Carters (75.4%) falling below average for hardware stores overall (82.7%) which is itself below the average for all 66 stores measured across all non-food retail sectors (83.8%).


Satisfaction* with Hardware Stores — 12 months to December 2009


Source: Roy Morgan Single Source January 2009 - December 2009.
Total Hardware Store customers n =5,318 Total Non-food Store customers n = 10,528.
*Satisfaction Rating based on respondents who were “very satisfied” or “fairly satisfied” with each store bought from in the last 4 weeks.


Scott Muirhead, Customer Analytics Manager, Roy Morgan Research, says:

“ITM and Carters both mainly target the trade and as a result are likely to be impacted more by the decline in consumer intention over the next 12 months to build new homes or carry out major renovations that we see in our survey. This potential decline in trade customers will make it essential to improve their performance among their retail customers where they currently lag behind the major hardware stores.”

Click here to purchase the report ranking 66 New Zealand Non-Food Retailers.

This report provides an indication of satisfaction trends in New Zealand of Non-Food Retailers. It provides a ranking of Customer Satisfaction among 66 Major Retail stores measured and looks at Long and Short-term trends for overall Customer Satisfaction, at the category level and then at the individual store level.


For more details contact:

info@roymorganonlinestore.com