Analytics, Baltic, Markets and Companies, Society

The supermarket customer satisfaction level last year went down 7.3 points in Lithuania and improved by 3.4 points in Estonia.

The customer satisfaction levels in the three Baltic countries are now more similar than been before.

EPSI Rating indicates that in 2009 Latvia registered the steepest improvement in customer loyalty index – up by 5.2 points, while the loyalty levels in Estonia and Lithuania stayed at a similar level as in 2008.

Estonian customers were the most satisfied with "Rimi" and "Prisma" supermarkets; Latvian customers indicated smaller retail chains as well as "Rimi" and "Elvi" supermarkets as their favorites, while "Norfa" and "Iki" were the best performing supermarkets in Lithuania.

Low-cost supermarkets in all the three Baltic States – "Supernetto" in Latvia, "Cento" in Lithuania and "Sastumarket" in Estonia – registered lower customer satisfaction indexes than the higher cost supermarkets of the same owner: "Rimi" and "Iki".

The study was conducted within the framework of the Pan European Performance Satisfaction Initiative (EPSI Rating) in order to support the development of customer-oriented and customer-driven services throughout Europe.

The study is based on interviews with more than 2,500 individual customers representing all three Baltic States. Data collection company "Runway" conducted the survey through a telephone poll.