The report found David Jones led customer satisfaction with 89.2%, followed by Myer (88.3%), Best & Less (87.5%) and Big W (87.3%) rounding out the top 4 stores which were all above the average for department/discount department stores rating of 87%. Target (86.5%), Kmart (86.1%) and Harris Scarfe (84.2%) were below the average.


Retail Satisfaction – Department/Discount Department Stores


Source: Roy Morgan Single Source April 2009 - March 2010 (n=18,929)*Satisfaction Rating based on respondents who were “very satisfied” or “satisfied” with each store bought from in the last 4 weeks. nb. Target includes Target Country.


Norman Morris, Industry Communication Director, Roy Morgan Research, says:

“The latest customer satisfaction results for department and discount department stores continue to position David Jones above Myer, although the gap between these two rivals is closing to be less than one percent compared to four percent twelve months ago. During the last year Myer gained over one percentage point and David Jones lost two percentage points.

“Among the discount department stores in this group, Best &Less still have the highest level of satisfaction, but over the last 12 months have gone down by around one percentage point. This has allowed Big W, who has been steadily improving customer satisfaction, to position themselves within striking distance of them.

“It will be interesting to see if the departure of David Jones Chief Executive Mark McInnes has any impact on future satisfaction results.”


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