Polar opposites
UK consumer advice mag Which? has published the results of a survey in which it asked its readers about their relative satisfaction with 100 retailers.
The findings reveals that, while the likes of Apple and John Lewis continue be perceived highly, DSGi chains like PC World and Currys still have a mountain to climb.
Questions regarding customer satisfaction and willingness to recommend the store were asked and the answers condensed into an index. On the whole, electronics retailers fared quite well.
The Apple store just missed out on the top spot, but was ranked third, while John Lewis, which counts electronics among its strengths, was close behind at number five. Furthermore, the top indie category was electronics.
Electronics retailers were also heavily represented at the bottom of the list, however, thanks to DSGi. Currys was 95th, PC World 97th and Currys Digital - the rebranded Dixons stores - were joint bottom with another UK high street institution: WH Smith.
"We know people appreciate good customer service so retailers need to realise that ‘Who cares, wins'," said Which? chief exec Peter Vicary-Smith. "Some stores are clearly giving their customers what they want, so why settle for lousy service? We urge shoppers to vote with their feet and stamp it out."
