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The economy continues to be in its volitile manner: The National Retail Federation predicts a 2.5% decline in sales during the first half of 2009. In other words, individuals are holding on to their cash. The index surveys about 19,[link widoczny dla zalogowanych],000 consumers quarterly on their preferences within the retail, finance, insurance and e-commerce industries.
Consumers may be happier with their shopping experiences,[link widoczny dla zalogowanych], but unfortunately,[link widoczny dla zalogowanych], the rise in satisfaction does not necessarily indicate that the economic turnaround is on the horizon. Kohl's is known for offering brand-name items and exclusive merchandise at value prices.
Discount store Dollar General plunged 3.8% to some rating of 75. But the store's poor mark wasn't attributed to declining customer support, quality or availability of merchandise. It had been a result of changing demographics, Fornell says.
"Over the past year there has been a migration of a higher socioeconomic number of shoppers to the store,[link widoczny dla zalogowanych], which customers tend to be harder to please and have higher standards."
After hitting an all-time low this past year, retail giant Wal-Mart made the biggest leap, soaring 2.9% to some score of 70. But the retailer posted mixed results in its individual categories,[link widoczny dla zalogowanych], sliding 4%to 68 for its supermarket business, well below the average,[link widoczny dla zalogowanych], but rising 3% for its non-grocery business, to 70.
The main reason Wal-Mart appears so lower in the index,[link widoczny dla zalogowanych], despite its current financial success, happens because it is a pure price competitor,[link widoczny dla zalogowanych], Fornell says.
"This proves price is not the leading indicator of client satisfaction,[link widoczny dla zalogowanych]. Consumers are much happier when they purchase a product they really want this will let you good experience doing so,[link widoczny dla zalogowanych]."
While several retailers have seen falling stock values over the past year, the ones that improved customer satisfaction were more favorably received by investors. Normally,[link widoczny dla zalogowanych], retailers with improving ACSI scores lost about 30% of their market price in 2008, while those with declining ACSI scores lost about 57%. By comparison,[link widoczny dla zalogowanych], the S 500 index dropped 38%.
But despite increasing levels of customer satisfaction,[link widoczny dla zalogowanych], most retailers are facing a gloomy future. Sales throughout the holiday season were dismal, as retail industry sales for December dropped 2.2%,[link widoczny dla zalogowanych], according to the National Retail Federation. Drastic discounting was the only thing that prevented consumer demand from falling to an unprecedented low,[link widoczny dla zalogowanych], Fornell says.
"For consumer spending to rebound, two conditions must be met: Consumers should be favorably disposed to invest and have the means to spend," Fornell says. "The good news from ACSI is that the first condition continues to be met--customer satisfaction looks up. However it remains to be seen to what extent the federal government stimulus plan will help translate stronger satisfaction into increased consumer demand."相关的主题文章：

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