One fifth of consumers are dissatisfied with the UK's leadingrvice. electrical retailers and believe rivals would offer a better deal.
The report from Verdict Research - How Britain Shops - highlighted that users felt they did not get a good deal. It defined main shoppers as those who focused their spend in one chain. About 34 per cent of these felt they were not offered competitive prices and 32 per cent were not happy with the range of products. About 17 per cent believed service levels were inadequate.
The survey stressed the competitiveness of the retail sector, but also showed that retaining customer loyalty was becoming increasingly important in an aggressive market.
Dixons Stores recorded the highest customer loyalty with 87.4 per cent of its customers believing it to be the best retailer. It also scored well on range it carries. John Lewis closely followed Dixons with 87.3 per cent and also scored particularly well on choice, price, service and product quality.
However, bottom of the class was Comet with 79.2 per cent and then Dixons' subsidiary Currys with 78.5 per cent. Currys was also below average on price and service, while Comet suffered on product quality and service.
But Currys stores also received top honours for the amount of people passing through its doors, attracting 36.9 per cent of regular electrical shoppers. The rate at which these visits were translated to actual business was also measured. Currys and Comet scored above average at 47.3 per cent.
Figures from The Office for National Statistics revealed last week that although retail sales in April fell by 0.5 per cent compared with March, they were up 1.6 per cent on the same period last year. Further good tidings were that the electrical equipment sector did particularly well, climbing 1.7 per cent.
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