Globus, Edeka and Aldi are exemplary in its client orientation
Customers evaluate the quality of the food retail
The quality of the food retail trade has improved from the customer again last year. The Cologne Service Value GmbH was put under scrutiny based on seven dimensions of performance hypermarkets and discounters. Globus, Edeka and Aldi are among the winners and are consistently rated by the customers with above-average grades. The climbers include famila markets and Hit.
This is shown by the current survey "ServiceAtlas Lebensmittel-Retail 2011", for which over 5.300 customer opinions on over 40 general and industry-specific service and performance features were obtained when buying groceries.
Customer orientation: Globus, Edeka and Aldi Süd are leading the way
With Globus, Edeka and Aldi Süd, three relatively different sales lines are successfully leading in customer orientation. Kaufland, Aldi Süd and Globus currently have the highest customer loyalty. The Edeka brand, on the other hand, is clearly ahead in terms of its service image, followed by Rewe, and Lidl among the discounters. How does it look from the customer's perspective in the specific service and performance categories?
The list of winners by rating dimensions:
| Rating dimension | Best discount store | Best self-service and consumer market |
|---|---|---|
| Customer satisfaction | Aldi sud | Globe |
| Customer service | Aldi sud | Globe |
| Opening hours | Lidl | Kaufland |
| branch design | Aldi sud | Edeka |
| Products | Aldi sud | Globe |
| Sustainability | Aldi sud | tegut ... |
| Price-Performance Ratio | Aldi sud | Kaufland |
In "Customer Satisfaction", only two discounters with Aldi Süd and Lidl and with Globus, Kaufland, Edeka and Rewe, four supermarkets were rated "very good".
Supermarkets are at the forefront when it comes to "customer service"; Aldi Süd alone receives a very good report here. Globus, Kaufland and Edeka as well as tegut ... and famila Nordost collectively receive the top grade based on the evaluated criteria such as friendly and helpful staff, goodwill and prompt service and checkout.
The top rankings in "branch design" are only occupied by self-service and consumer markets. The atmosphere of the branches at the discounters is the most important feature for customer loyalty. And the second strongest feature of discounters is the helpfulness of the employees; Criteria on the part of customers that are unlikely to be expected according to the business model.
The "assortment" is - understandably - the consumer markets in the top group. Globus, Kaufland, real, famila Nordost and famila Nordwest as well as Edeka manage to convince the customer equally about the quality of the products and the variety of brands and offers.
In the "price-performance ratio" category, however, the discounters with Aldi Süd and Nord as well as Lidl and Netto supermarket are ahead, although Kaufland and Globus can also keep up. When it comes to sustainability, not only tegut ... but also Globus, Edeka, Kaufland, famila Nordost and Aldi Süd are convincing through environmentally conscious action and social responsibility.
"Despite the positive development, responding to customer needs has the lowest levels of satisfaction," comments Dr. Claus Dethloff, managing partner of ServiceValue GmbH, "every third customer wants more sales and consulting staff in the markets."
The extensive over 300-page competition study "Service Atlas Food Retail 2011" can be obtained from ServiceValue GmbH. The study contains detailed overall results of 31 retail chains as well as detailed individual profiles for 14 self-service and hypermarkets, 7 discounters and 3 organic supermarkets.
Source: Cologne [ServiceValue GmbH]
