Aussie consumers want quality customer service

One in four Australians will get advice on electronics in store but then return home to buy the product online at a cheaper price.

That’s one of the findings of a study by customer satisfaction research company Canstar Blue, which shows that Gen Y Aussies are three times more likely than Baby Boomers to research a product in store before looking for a bargain on the internet.

Of those who admit to taking advantage of in-store advice before buying online, only one in three said they feel guilty for doing so.

The Canstar Blue survey, of more than 1,500 Australian adults who have made a purchase from an electronics retailer in the last six months, reveals that a quarter of Aussies will allow themselves to splurge on purchasing new electronic devices, but one in five claim to have bought “must-have” electronic gadgets and then never used them.

And more than a quarter of Aussies say they have electronic gadgets in their home that they regret buying because they are unnecessary.

The Good Guys has received Canstar Blue’s Most Satisfied Customers Award – Electronics Retailers for the fourth year in succession.

With five-star ratings across all survey criteria – including value for money and overall satisfaction – The Good Guys takes the award ahead of some of Australia’s most recognisable retailers.

Harvey Norman and JB Hi-Fi both received four-star ratings for overall satisfaction, while Dick Smith and Bing Lee scored three stars.

The Canstar Blue study found that quality customer service was of the utmost importance to Aussie consumers looking to make a purchase from an electronics retailer.

“Good point of sale service is even more important than the feeling of getting good value for money, our research shows,” said Canstar Blue spokesman Simon Downes. “The range of products on offer and even the layout of the store are big priorities for Australian consumers.

“Most Aussies are looking for good, well-informed sales people to assist them in their purchase decision-making process and this was an area The Good Guys performed very well in.

“Congratulations to everyone involved with The Good Guys on an exceptional set of results. To achieve our Most Satisfied Customers Award – Electronics Retailers for the fourth year in a row is a truly fantastic achievement.”

The Good Guys also recorded five-star ratings for price compared to other bricks and mortar retailers, product range and store layout.

“Since its inception as a family business back in 1952, the company has always maintained the philosophy that delivering strong customer service is essential for both business credibility and customer retention,” said Cathy Rennie Matos, The Good Guys Manager – Marketing Services.

“Receiving such widespread positive feedback regarding our customer service from Australian consumers is extremely humbling for our team, as it reinforces the hard work and serious commitment within the organisation to making The Good Guys not only a great place to shop but a great place to work.”

“We know from experience that satisfied customers typically become loyal customers that are more likely to share their experience with family and friends. The Canstar Blue customer satisfaction survey provides an extremely reliable and representative way in which to help measure this.”

The Canstar Blue survey also shows that 30% of Aussies spend more time reading catalogues from electronics retailers than they do reading books, while a quarter of respondents admitted to experiencing “electronics envy” when visiting friends and family.