The research firm’s latest customer satisfaction data has Supercheap Auto as the winner of the Auto Store of the Month Award for August 2019, with a customer satisfaction rating of 88 per cent.

But rivals Repco and Autobarn are also in contention to win the annual award for 2019 with only three percentage points separating the three.

Supercheap’s 88 per cent rating in August just pipped Repco (86 per cent) and Autobarn (85 per cent).

Roy Morgan CEO Michele Levine said the satisfaction ratings of auto stores were particularly stable when compared to other industries.

“Auto (parts) retailers in Australia these days are making it far easier for consumers to take a more hands-on approach with maintaining and even repairing their vehicles,” she said.

“Not simply a place to buy a refill of car oil, auto stores are allowing consumers to take on tasks once only left to a mechanic.”

Supercheap Auto, which started in 1972, has become a household name in Australia as one of the go-to places for all things car related and its ongoing success has even enabled it to provide naming-rights support to Australia’s premier car race, the Supercheap Auto Bathurst 1000.

Ms Levine said that competition is limited, but opportunities exist for new entrants.

“Combined with the fact that auto store satisfaction ratings remain in the eighties, there is an opportunity for all auto stores, or perhaps new ones, to improve their services and become a more dominant player in the market,” Ms Levine said.

The Roy Morgan survey of the auto stores found that the quintessential Supercheap Auto customer is likely to be a man aged 35-64 who lives in either New South Wales or Queensland.

“His average income is just over $50,000 and he’s far more likely than the average Australian to hold an occupation as a skilled worker,” the firm said.

“The typical customer of Supercheap Auto would likely belong to the ‘traditional family life’ (category) – middle Australian, generally empty-nesters or with an extended family – or ‘visible achievement’ – successful but traditional in seeking quality and value rather than expensive products.

“Supercheap Auto customers like to relax in front of the television. You’ll often find them watching sport – car racing and NRL are their favourites – or even some reality TV although they aren’t very keen on anything sci-fi.

“They also appear to be a busy bunch, as compared to the average Australian they have less time for breakfast, and are more likely to buy takeaway food or frozen meals to eat at home.

“Supercheap Auto customers are also conscious of the money they spend. Over half will go out of their way to search for a bargain, and over three quarters believe that expensive restaurants aren’t worth the money.”

The Roy Morgan Auto Store of the Year Award is likely to be the most hotly contested annual award category in 2019, Ms Levine said.

These new customer satisfaction ratings have been obtained from the Roy Morgan Single Source survey, derived from in-depth face-to-face interviews with over 50,000 Australians each year in their homes.

By Neil Dowling