Costco is still tops in customer satisfaction

| Filed under: Business

Target continues to slide, Hudson's Bay, Sears down

In a random sampling of public opinion among 972 Canadians 18 years and older, Costco had the highest score for customer satisfaction by far, with two thirds (63%) "very satisfied". The nearest competitor on this overall satisfaction measure among Canadian retailers, department stores and Big Box stores, is Walmart (37% very satisfied), followed by Holt Renfrew (35%) and Hudson's Bay (33%). At the bottom of the scale is Target (18% very satisfied). Target has seen its score decline ever since it launched in Canada (April, 2013 - 32%, August, 2013 - 27%, May, 2014 - 18%). Costco, in the meantime, has maintained its extraordinarily high customer satisfaction rating since we began tracking (April 2013 - 62%, August, 2013 - 62%, May, 2014 - 63%). Hudson's Bay has seen its score decline slightly (from 40% in August), as has Sears (34% very satisfied in August, 29% now). Walmart has basically maintained its position in this ranking across the three waves of interviewing (April - 39%, August 40%, May - 37%).

Walmart most widely used

Eight-in-ten Canadians shop at Walmart (81%), followed by close to 6-in-10 who shop at Sears (59%) or Costco (58%). Stores shopped by fewer than half of Canadians include Target (48%), Hudson's Bay and Winners (45% each). Very few shop at Marshall's (9%), Holt Renfrew (8%) or Ogilvy (2%).

Virtually no one who shops at Costco is unhappy with the store, which is a remarkable testament to the attention they bring to delighting their patrons. Target, on the other hand, entered the market with a bang, but has been unable to sustain a satisfactory relationship with shoppers," said Forum Research President, Dr. Lorne Bozinoff.

Lorne Bozinoff, Ph.D. is the president and founder of Forum Research. He can be reached at or at (416) 960-9603.