Of the other sports retailers, Hunting and Fishing came in second with 78.7% customers satisfied (down 7.7% points from the 12 months to December ’08) and Stirling Sports was third with 77.5% (down 2.9% points). Although Rebel Sport clearly leads in sports store customer satisfaction, all three major sports stores fell below the average for all 66 stores measured across all non-food retail sectors (83.8%).


Satisfaction with Sports Stores — 12 months to December 2009


Source: Roy Morgan Single Source January 2009 - December 2009.
(Total Sports Store Customers n=1,186 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.


Mark Dansey, Head of New Zealand Operations Roy Morgan Research, says:

“Rebel Sport clearly leads in customer satisfaction over its two competitors. A high market profile and strong branding has resulted in customer loyalty. The category as a whole however has performed below the average for all stores. It seems all sports stores need to close the gap in improving their levels of satisfaction.”


The data used in this report is part of the Retail MAP that Roy Morgan collects in New Zealand, and is based on an extensive survey of over 11,000 respondents aged 14 and over each year. The retail information collected comprises information on channels, brands and product usage as well as attitudes, activities and extensive media usage.

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