Service study organic supermarkets

Consulting improvement - winner is EBL Naturkost before Naturgut and VollCorner

Animal welfare, waiver of genetic engineering and no preventive antibiotics - there are good reasons that speak for Bio. Supermarkets that specialize in the sale of organic products are, extremely popular, partly because customers feel well cared for. That the employee but not always so skilled are believed to now shows the recent study by the German Institute for Service Quality. The market researchers took service and advice of ten organic supermarket chains under the microscope.

Although the employees mostly provided their customers with committed information, they were often incomplete and sometimes even incorrectly. More than every fourth piece of information, for example on the difference between glutamate and yeast extract, was missing essential information. In eight out of 100 test visits, the sellers provided false information. "Even the question of the difference between organic and conventional free-range eggs overwhelmed some sellers," explains Bianca Möller, managing director of the market research institute.

The strength of the organic markets was the wide range on offer. In addition to various brands and types - such as mueslis or juices - the industry impressed with the quality of the products. Fruit and vegetables were always fresh and expired products did not have to be criticized. Exotic foods and counters for fresh products such as baked goods, meat or cheese were also on offer in many shops. In addition, the markets with their attractively designed and clean branches ensured a positive shopping experience.

Test winner and thus "Best Organic Supermarket" was Ebl Naturkost. The Bavarian organic market chain impressed with the best appearance and a diverse range. The employees were very friendly and competent. Naturgut came in second with a very good offer, among other things. The branches also offered most of the additional services such as bistros or children's play areas. Third place went to Voll Corner. Most of the time, the salespeople had time to give advice straight away. They answered all questions correctly and were helpful and accommodating.

The market research institute examined ten organic supermarket chains in a comprehensive study. The quality of service and advice was evaluated in the course of ten hidden branch visits in different cities. A total of 100 test cases were included in the analysis. The competence and friendliness of the employees, the offer, the waiting times and the appearance of the organic markets were taken into account.

The German Institute for Service Quality aims to improve service quality in Germany. The institute independently checks the service quality of companies and industries on the basis of multi-dimensional analyzes. The institute provides consumers with important information for their purchase decisions. Companies gain valuable information for their own quality management.

Source: Hamburg [German Institute for Service Quality]