Ace Scores ln Customer Satisfaction

Among major home improvement retailers, Ace Hardware ranked highest in customer satisfaction in a new study by J.D.

Power & Associates.

The Major Home Improvement Retail Store Satisfaction Study polled 16,239 consumers who purchased a home improvement product or service within the last l2 months. They ranked retailers based on performance in six areas (in order of importance): sales staff, merchandise and services, store facility, price competitiveness, sales/promotions and checkout.

"Home improvement retail stores typically have a wide array of product offerings, which could be overwhelming to shoppers, especially those seeking support for do-it-yourself projects," said Jim Howland, senior director of real estate and construction at J.D. Power. "Many of these retailers tout the quality of their customer service in slogans and advertising, but the study tells us that those companies that truly 'walk the talk' differentiate themselves and demonstrate notably higher customer satisfaction."

Ace registered an overall satisfaction index score of 812 on a I ,000point scale, followed by Menards with 801, Lowe's (798), Costco (784), and True Value (776). Ace performed particularly well in sales staff, store facility, and checkout. Menards excelled in price competitiveness and sales/promotions, Lowe's in merchandise.

The study noted that customers spent an average of $2,138 per year on home improvement products.

At the same time, J.D. Power also released home improvement-related studies on faucets and interior paint.

Moen ranked highest in satisfying customers with their new faucets, with a satisfaction index score of 801. The company received particularly high marks in performance and warranty.

Kohler scored 796, performing well in features.

The study queried 4,868 consumers who purchased and installed a faucet in the previous l2 months.

Customer satisfaction with faucets was based on performance, features, warranty and price competitiveness.

"Customers demand a high level of performance from their faucets and also place high importance on the features of the models they choose," said Howland. "However, customers also pay close attention to the warranty of their new faucet, which is an area for improvement for the industry overall."

Customers paid an average of $93 for a new faucet, and 80Vo installed the faucet themselves or with the help of family and friends.

Benjamin Moore ranked highest in interior paint, with a score of 805, performing particularly well in five of six areas: application performance, design guides and instructions, durability performance, warranty/guarantee, and appearance and application features.

Runners-up were Duron (788), Bsun (786), and American Tradition fT IS rure thut onc r'rfl fi nd rnorc Iups und dou lrs irt u eurce r lhlrn you'll fincl in thc sclling prolcssion.

Paints (779).

Customers regarded application performance (quality of coverage, paint flow and leveling, and level of fumes/odor) as the most important factor in driving satisfaction with interior paint. They paid an average of $21 per gallon for interior paint.

Of the 7,440 respondents, said Howland, "92Vo report applying their interior paint themselves or with help from family and friends. Customers are looking for paint that is easy to apply and provides clear instructions on how to obtain the best results."

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