Betta Electrical has shown its muscle with another win in the Furniture/Electrical Store category in the Roy Morgan Research Customer Satisfaction Awards for the third consecutive month with a 95% satisfaction rating. JB Hi-Fi, which took the lead in January and February, has slipped to second place with a 91% satisfaction rating.


BSR Group Retail Service Representative David Gibson

The Good Guys – winner of the annual Customer Satisfaction Award for this category since the Awards began in 2011 – remain in fourth place with a satisfaction rating of 90% with Harvey Norman snatches fifth spot from Retravision.

In the 12 months to May 2015, more than half of Betta Electrical’s customers were from the older ‘Boomer’ generations. Baby Boomers were the more satisfied of the two groups, with 96% of them reporting that they were either satisfied or very satisfied with their experience at the store.

Although they comprise just 13% of Betta’s customer base, shoppers from Generation Z were the most satisfied (98%) with the retailer – a higher rating than they gave JB Hi-Fi (95%).

Roy Morgan Research general manager of consumer products, Andrew Price says, “The furniture/electrical store sector of the retail industry is big business. In an average four-week period, well over four million Australians aged 14+ (or 21% of the population) buy something from at least one of the nine retailers measured by Roy Morgan Research for this category of the Customer Satisfaction Awards. Yet only five or six seem to be excelling in keeping their customers happy.

“Some 25% separates the customer satisfaction ratings of this month’s winner, Betta Electrical, and the retailer in ninth position. Australian consumers are tough judges, and these Awards provide them with an outlet to express their satisfaction (or lack thereof), giving credit where credit is due.

“Betta will no doubt be encouraged by the high satisfaction rating they received from Gen Z shoppers: perhaps in decades to come, these same customers will still be shopping at the store in their Boomer years.”

By Emily Bencic