In the increasingly competitive home improvement industry, consumers have more options than ever before in their building and remodeling projects, which makes it critical for kitchen cabinet manufacturers to differentiate their brands and products in the marketplace. Manufacturers that understand their customers’ needs and expectations are better positioned to target performance improvement initiatives that may increase overall customer satisfaction, increase brand loyalty and advocacy, and maximize sales.
The J.D. Power Kitchen Cabinet Satisfaction StudySM examines key drivers of satisfaction among customers who recently purchased kitchen cabinets. The overall customer experience is based on five key drivers of satisfaction: design features; operational performance; ordering and delivery; price; and warranty. The study, which provides the kitchen cabinet industry with insights into the evolving needs and demands of customers, focuses on the following objectives:
- Evaluates the customer experience with kitchen cabinets based on five factors: Design Features; Operational Performance; Ordering and Delivery; Price; and Warranty
- Captures brand image and reputation
- Examines pathway to purchase: reasons for shopping; steps taken after decision to purchase (including first step); types of websites used for research and shopping (including most frequented type); number of shopping visits across retail locations; involvement of sales associate when first visiting retail location; preferred brand in mind at beginning of purchase process; and place of purchase
- Captures kitchen cabinets features and usage patterns
- Measures problem occurrence; contact with manufacturer; satisfaction with warranty service; and purchase of extended warranty
- Delivers insight into what drives customer loyalty