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Singapore’s shoppers are now satisfied with retailers in the country, according to the latest findings of the Customer Satisfaction Index of Singapore (CSISG).
The research, conducted by the Institute of Service Excellence at the Singapore Management University (ISES) in Q1 2011, revealed that customer perceptions of the retail segment, one of the sectors studied, increased 2.4 points from the previous year to 70.6 points, which is the sector’s highest rating in the five-year history of the index.
The study added that retailers of fashion apparel, jewellery, motor vehicles and furniture, as well as the supermarkets, are fulfilling their customers’ expectations. It also revealed that the key to greater customer satisfaction is the increase in quality of both services and products received from retailers.
The customer satisfaction index in info-communications has remained steady from last year after three consecutive years of decline. Led by the three telecoms, the info-communications sector rated 64.4 points in the recent survey.
The CSISG identifies customer satisfaction via personal interviews and utilises a metric similar to the indices in Europe, Hong Kong, Korea and the US, the Singapore’s annual national rating lagging behind most of them.
Over 7,200 respondents were interviewed from January to March, averaging 250 persons polled on each company. Among the top performing individual companies are Mustafa and Robinson & Co, whose ratings climbed eight and five points, respectively.
“Competing on price-cutting measures alone is no longer sufficient to drive customer satisfaction. Instead, customers are now looking for better product and service quality,” said Marcus Lee, ISES Academic Director.
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