Trader Joe’s Tops Net Promoter Rankings

SAN MATEO, Calif. — Trader Joe’s ranked highest among supermarkets in a survey measuring customer satisfaction released Tuesday by Satmetrix here.

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Satmetrix’s Net Promoter Industry Benchmarks were based on surveys of more than 24,000 U.S. consumers asked to rank how likely they were to recommend a company’s product or service. Consumers were also asked to rate each brand on various aspects of customer experience, including product or service features, customer service and overall value.

Among supermarkets measured in the survey, Trader Joe’s scored highest despite a 10-point drop to a 63% score. Wegmans Food Markets, which was the sector leader in 2012, dropped to fourth place with a 20-point decrease. Wegmans performed at the top of all drivers reflecting range and quality of both food and nonfood items, but scored lower for overall value, a critical driver for recommendations, Satmetrix said.

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