The inaugural report measures the overall sporting goods retailer customer satisfaction experience by examining five key factors: staff, cost, facility, merchandise and sales/promotions.
"Placing an emphasis on in-store interactions with customers will help create a successful experience and build brand loyalty—as well as helping to create advocates for the brand," said Sara Wong Hilton, senior director, strategy and product management. "With such a competitive landscape among sporting goods retailers, every interaction counts toward building a strong, loyalcustomer base."
The report also finds that while cost is important, a helpful and knowledgeable sales staff is the key driver of customer satisfaction with a sporting goods brand. Among the five study factors, staff has the highest importance weight in determining overall satisfaction (30%), followed by cost (23.5%) and facility (18%).
"Interestingly, merchandise and sales/promotions are rated by sporting goods customers as the least important among the five factors, which may suggest that customers see the industry as commoditized," said Wong Hilton. "What really differentiates one brand from the others is staff. Customers want to be helped by someone who is knowledgeable about the products and who can assist them in making informed decisions when it comes to selecting sporting goods."