JD Power ranks American Woodmark highest in customer satisfaction

Photo By American Woodmark

COSTA MESA, Calif. - American Woodmark topped the 2017 JD Power kitchen cabinetry survey, with IKEA rating a close second. 

This represents an upset for MasterBrand's Thomasville kitchen cabinet brand, which in 2016 beat out IKEA for the top spot in J.D. Power's survey. IKEA had held the top spot in 2014 and 2015.

JD Power says that its study, which weighs customer experience with order and delivery as key factors, kitchen cabinet manufacturers have achieved significant year-over-year improvements among buyers. Overall satisfaction among kitchen cabinet customers increases to 817 (on a 1,000-point scale) from 797 in 2016.

"Consumers see and use their kitchen cabinets probably more than most other purchases for the home," said Greg Truex, senior director of the at-home practice at J.D. Power. "The pressure to make 'the right decision' can be relieved somewhat by salespeople who spend the proper amount of time with customers during the selection process. Combine that with getting the order right and delivering it on time will elevate customer satisfaction."

The study measures customer satisfaction with kitchen cabinets by examining five factors (in alphabetical order): design features; operational performance; ordering and delivery; price; and warranty.

JD Power Cabinet Satisfaction Study Rankings 2017

American Woodmark ranks highest in overall customer satisfaction (838), performing highest in three of the five factors: design features; ordering and delivery; and warranty. SEKTION (IKEA) ranks second (830), performing highest in the price factor. Thomasville ranks third (821), performing highest in the operational performance factor.

Among the findings:
Ordering and delivery most important to satisfaction: Satisfaction is significantly higher among customers whose salesperson explained the ordering process than among those who did not receive an explanation (834 vs. 773, respectively). Additionally, satisfaction is significantly higher among customers whose kitchen cabinets were delivered as ordered than among those whose delivery was not received as ordered (826 vs. 750, respectively).

Satisfaction is significantly higher among those whose kitchen cabinets were delivered on the date promised than among customers whose cabinets were not delivered on the promised date (828 vs. 756, respectively).

Satisfaction drives loyalty: Among delighted customers (overall satisfaction scores above of 901 and above), 72% say they "definitely will" repurchase the brand, compared with the study average of 35%. Additionally, 77% of delighted customers say they "definitely will" recommend the brand to others, compared with the study average of 42%.

Delightful experience influences recommendations: Among delighted customers, the average number of positive recommendations is 7.0, compared with the study average of 4.9.

Retail and sales associate engagement: More than three-fourths (76 percent) of purchasers visited a retail store after deciding to purchase new kitchen cabinets. Of those, 62 percent spoke with a sales associate at length. Satisfaction is significantly higher among purchasers who spoke with a sales associate at length rather than briefly or not at all (830 vs. 779, respectively).

J.D. Power Kitchen Cabinet Satisfaction Study terms for cabinet companies participating are outlined at www.jdpower.com/resource/us-kitchen-cabinet-satisfaction-study


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About the author
Bill Esler | ConfSenior Editor

Bill wrote for WoodworkingNetwork.com, FDMC and Closets & Organized Storage magazines. 

Bill's background includes more than 10 years in print manufacturing management, followed by more than 30 years in business reporting on industrial manufacturing in the forest products industries, including printing and packaging at American Printer (Features Editor) and Graphic Arts Monthly (Editor in Chief) magazines; and in secondary wood manufacturing for WoodworkingNetwork.com.

Bill was deeply involved with the launches of the Woodworking Network Leadership Forum, and the 40 Under 40 Awards programs. He currently reports on technology and business trends and develops conference programs.

In addition to his work as a journalist, Bill supports efforts to expand and improve educational opportunities in the manufacturing sectors, including 10 years on the Print & Graphics Scholarship Foundation; six years with the U.S. WoodLinks; and currently on the Woodwork Career Alliance Education Committee. He is also supports the Greater West Town Training Partnership Woodworking Program, which has trained more than 950 adults for industrial wood manufacturing careers. 

Bill volunteers for Foinse Research Station, a biological field station staddling the border of Ireland and Northern Ireland, one of more than 200 members of the Organization of Biological Field Stations.