Hardware industry customer satisfaction results reveal close race

Thursday January 14, 2010

It seems the race to dominate the hardware industry is a close one at that after recent research evaluating the customer satisfaction levels for all the major hardware stores returned positive, and fairly even results.

The most recent Roy Morgan Retail Satisfaction Report for the 12 months to September 2009 reveals an average level of 85.9 per cent satisfaction in the hardware stores category, which places hardware stores only slightly below the average rating provided for all retailers.

Customer satisfaction survey results:

• Home Hardware -88.3 per cent
• Mitre 10 - 86.6 per cent
• Bunnings - 86.2 per cent
• True Value Hardware - 82.3 per cent

Norman Morris, Industry Communications Director of Roy Morgan Research, stated that the results in consumer satisfaction were all fairly even split, indicating the similarities between the major competitors within the hardware store industry.

"Currently there's little difference in the customer satisfaction levels of the two biggest hardware players Mitre 10 and Bunnings.

"With the current buyout proposals from Metcash and private equity group Anchorage Capital, it will be interesting to see whether Mitre 10 can build their customer satisfaction levels ahead of the giant hardware store Bunnings." He stated in a release from the research company.

"However, with Home Hardware at the top of satisfaction in the hardware sector, it's both Mitre 10 and Bunnings that have a task ahead of them to outperform Home Hardware in customer satisfaction."

Roy Morgan Research is the largest independent Australian research company which specializes in omnibus and syndicated data. Roy Morgan Research acts as an authoritative source of information on print media measurement, financial behaviour, voting intention and consumer confidence.

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