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Rockmans, Jeanswest, Sportsgirl & Just Jeans lead for customer satisfaction

Source: Roy Morgan Single Source Australia, June 2016 – May 2017, n=14,416; June 2017 – May 2018. n=14,979. Base: Australians 14+.
Rockmans is Australia’s leading clothing store in May with a market-leading customer satisfaction rating of 91.9% putting the chain marginally ahead of rivals Jeanswest, Sportsgirl, Just Jeans and Katies in the very competitive clothing store category.

All five leading clothing stores have improved their customer satisfaction over the last year with the average clothing store customer satisfaction increasing 1.3% points to 86.2%. Top clothing store Rockmans is up 3.1% points on a year ago and has started 2018 strongly winning several monthly awards. Rockmans last won the Roy Morgan Annual Customer Satisfaction Award for clothing stores in 2015.

Jeanswest, winner of the last two Roy Morgan Annual Customer Satisfaction Awards for clothing stores in 2016-2017, is just behind Rockmans on 91.3%, up 2.4% points on a year ago while Sportsgirl rounds out the top three up 1.9% points to 90.1%.

The biggest improver over the past year is Just Jeans which has improved its customer satisfaction by 8.3% points to 89.1% just ahead of another big improver Katies, up 6.2% points to 89%.


Roy Morgan Clothing Store Customer Satisfaction May 2018 – Top 5

Roy Morgan Clothing Store Customer Satisfaction - May 2018

Source: Roy Morgan Single Source Australia, June 2016 – May 2017, n=14,416; June 2017 – May 2018. n=14,979. Base: Australians 14+.


Michele Levine, CEO, Roy Morgan, says Rockmans has started 2018 strongly with several monthly awards putting the clothing retailer on track to win the Annual Roy Morgan Customer Satisfaction Award:

“The high customer satisfaction of Rockmans on 91.9%, which has already won several monthly Roy Morgan Customer Satisfaction Awards in 2018, and the strong performance of Jeanswest, Sportsgirl, Just Jeans and Katies shows the high regard many clothing store retailers enjoy.

“Roy Morgan’s recent surveys on ‘Trust’ and ‘Distrust’ have revealed retailers consistently performing strongly as one of the most trusted industries in Australia.

“Supermarket retailer ALDI topped the survey as Australia’s most trusted brand in the most recent survey (more details available here) but the strength of retail as an industry is built on a strong performance across many sectors including clothing stores.

 “The key to retaining existing customers and building a business by attracting new customers is being recognised and trusted for excellent customer service and high customer satisfaction, but also avoiding the damage to a business that arises from significant distrust towards a business or brand.

“Although the old axiom that ‘any publicity is good publicity’ may apply to celebrities, when it comes to businesses in a competitive marketplace avoiding bad news and the reputational damage that accrues from poor service delivery must be avoided at all costs.

“To learn more about what businesses need to do to improve their customer satisfaction and build on strong reputations for trustworthiness as well as avoid the pitfalls that lead to growing levels of distrust and negatively impact a business’ performance, don’t hesitate to contact Roy Morgan.”

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