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Getting Satisfaction

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A recently published analysis of the reputations of leading retailers found that Target is tops for reputation, but Walmart takes the ribbon for overall satisfaction.

Using published data compiled from approximately 15 sources, communications consultancy Dix & Eaton identified eight critical value drivers – including satisfaction, problem resolution, price/value and trust -- then ranked the top 10 U.S. general merchandising retailers. While the analysis found a cluster of retailers consistently rose to the top, no single merchandiser took the top spot in every category.

The drivers were determined using the D&E Impact Index, a methodology that combines behavioral economics and statistical modeling to provide a comprehensive, quantified analysis of intangible assets, and then links those assets to desired outcomes for an organization or industry.

“Overall satisfaction and the quality of goods and service certainly are greater components in terms of establishing a loyal customer base, and it is no surprise, particularly given the present economy, that ‘price/value’ would be extremely critical to consumers,” says Pamela Cohen, the D&E behavioral economist who led the analysis. “The trust component, which speaks to customers’ feelings regarding the reciprocal, sometimes unwritten agreement between the establishment and the consumer, is a sign of the times in that in it is the expectation and hope that a favored retailer can be counted upon to deliver goods and services.”

The top five retail performers in a handful of selected categories are as follows:

Overall Satisfaction
1. Walmart
2. Target
3. Nordstrom
4. Macy’s
5. Kohl’s

Quality of Goods and Services
1. Nordstrom
2. Target
3. Dillard’s
4. Walmart
5. Macy’s

Trust
1. Target
2. Nordstrom
3. Walmart
4. J.C. Penney
5. Sears Holdings

Problem Resolution
1. Nordstrom
2. Target
3. J.C. Penney
4. Macy’s
5. Dillard’s

Source: Dix & Eaton Impact Index

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