J.D. Power and Associates Announces Reports From Retail Sales Study

Recently J.D. Power and Associates released reports from its 2007 Volume 2 Wireless Retail Sales Satisfaction Study. The semi-annual study, now in its fourth year, measures consumers' overall satisfaction with major wireless carrier branded stores and is based on recent purchase experiences. The four leading factors, in order of importance, were:

• Sales staff
• Store display
• Store facility
• Price/promotion

The study shows that overall customer satisfaction with wireless retail sales has declined. Satisfaction as a whole has dropped to 709 points, based on a 1,000 point scale, which is a down 7 points from the last study conducted in May 2007 and down 12 points from a year ago.

Study results more importantly show that Verizon Wireless ranked the highest when it came to overall in store consumer satisfaction, especially in store facility, display, and price/promotion. Verizon is followed closely by T-Mobile, both ranking above the industry average.

Based on a 1,000 point scale, the study showed the following rankings:

• Verizon Wireless - 726
• T-Mobile - 725
• AT&T - 708
• Alltel - 695
• Sprint Nextel - 679

Other interesting data revealed by the study:

• The average wireless retail transaction takes 1 hour to complete.
• 60% of customers visiting a retail store bought a new cellphone, while 62% replaced or upgraded their existing handset.

The J.D. Power and Associates 2007 Wireless Retail Sales Satisfaction Study - Volume 2 is based on responses from 6,311 US wireless consumers who have completed a retail sales transaction within the past six months. Respondents were surveyed in April and July 2007.

 

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