Original article by Roy Morgan Research
Market Research Update – Page: Online : 15-Dec-16

Home Hardware is the winner of the Hardware Store category in the Roy Morgan Customer Satisfaction Awards for October 2016, satisfying 90% of its customers. Bunnings and Mitre 10 share second spot with 89% each, while Masters Home Improvement is fourth (85%). Only True Value Hardware satisfies a lower proportion of its customers (78%) than the now-defunct Masters. While a satisfaction level of 85% is nothing to be ashamed of, it is relatively low in the traditionally high-scoring Hardware Store category, and it is Masters’ lowest score since February. The beleaguered chain has been stuck in fourth place all year, seemingly incapable of overtaking any of its higher-rating rivals. Indeed, since Roy Morgan started measuring Masters’ customer satisfaction in late 2011 (the year it opened its first stores), it has never risen higher than fourth spot, and actually spent all of 2012, 2013 and 2014 in fifth position.

CORPORATES
ROY MORGAN RESEARCH LIMITED, HOME HARDWARE, BUNNINGS GROUP LIMITED, MITRE 10 LIMITED, MASTERS HOME IMPROVEMENT AUSTRALIA PTY LTD, TRUE VALUE HARDWARE LIMITED