The discount chain edged out JCPenney (Stock Quote: JCP) in the first of a new Harris series intended to measure the strength of a brand’s relationship with its customers by receiving a total service score of 5.7.
JCPenney received a score of 5.6, followed by Dillard's and Sears (Stock Quote: SHLD), which both received a 5.5, and Macy's (Stock Quote: M), whose 5.4 score was the lowest.
Results are based off of online interviews with 2,237 adults nationwide conducted between Dec. 5 and 12, 2011. Scores take into account overall satisfaction and trust levels, how valued a customer feels and how likely they are to return to and recommend a retailer.
Harris says Kohl’s received the highest ratings due to the prevailing perception that the retailer offers “unique benefits.” It also had a high customer return and recommendation rate.
Kohl’s and JCPenney coming in on top shouldn’t come as too much of a surprise. Both companies made the National Retail Federation’s list of best retailers for customer service back in November, though their exact rankings on that list have yet to published.