Ace Hardware beat out its much larger home improvement rivals in a customer satisfaction survey conducted by J.D. Power and Associates.
retailer Menards took second place and Lowe’s came in third, while Home Depot
earned a lower score than the industry average to rank sixth.
It’s the first time the market
research firm measured customer satisfaction levels among home improvement
The study also found that
customers spend an average of more than $2,100 a year on home improvement
J.D. Powers said a knowledgeable
sales staff is key, and echoed many of the complaints leveled recently at
under-staffed Home Depot.
“Home improvement retail stores
typically have a wide array of product offerings, which could be overwhelming
to shoppers, especially those seeking support for do-it-yourself projects,”
said Jim Howard, senior director of the real estate and construction
practice at Power. “Many of these retailers tout the quality of their customer
service in slogans and advertising, but the study tells us that those companies
that truly ‘walk the talk’ differentiate themselves and demonstrate notably
higher customer satisfaction.”
Ace earned a score of 812 on
1,000-point scale. Menards and Lowe’s received 801 and 798 points,
Home Depot received a score of 757
points, below the average of 773 points.
The survey was based on the responses of more than
16,200 consumers who have purchased home improvement products or services in
the past 12 months from such a retailer. The study indicated how satisfied
consumers were based on, in order of importance, sales staff, merchandise and
services, store facility, price competitiveness, sales/promotions, and,
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