Autobarn tops charts for customer satisfaction

By Joyce Abaño | 08 May 2019 View comments

Car store retailer Autobarn has topped a recent customer satisfaction survey, surpassing key category rivals, Supercheap Auto and Repco.

Autobarn’s customer satisfaction rating went up 1 per cent this year to 89 per cent, compared to 88 per cent the previous year, according to Roy Morgan’s auto store customer satisfaction survey.

The survey, which is based on in-depth interviews with over 50,000 Australians each year as part of the Roy Morgan Single Source survey, also showed Repco’s rating going up from 84 per cent to 87 per cent while Supercheap Auto has stayed the same at 88 per cent.

Customer satisfaction in the auto store sector

Roy Morgan CEO Michele Levine noted that the auto store category is one of the best-performing customer satisfaction industries in the economy, and that the market it hotly contested between the three leading retailers.

“Gaining a competitive edge over high quality rivals requires a thorough understanding of what motivates the spending and preference decisions of the over three million Australians who shop at auto stores,” she said.

According to Roy Morgan, 70 per cent of the three-million-strong auto store market are men (2.1 million), compared to just 30 per cent who are women (900,000).

The survey shows men are much more satisfied with Autobarn, recording a 91 per cent satisfaction rate, compared to only 83 per cent of female shoppers who say they were satisfied.

In contrast, Supercheap Auto has a higher satisfaction rate among women, 88 per cent, compared to men who had a customer satisfaction rate of 87 per cent for the second-placed Auto store.

This article first appeared on Inside Retail, a sibling publication to Inside Franchise Business.