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Chemists set the pace in Customer Satisfaction

Source: Roy Morgan Single Source (Australia), June 2015-May 2016, n=15,036

The May Australian Customer Satisfaction Awards have been announced, and while there are several new names among the winners, there is a strong sense of déjà-vu in the Chemist/Pharmacy category, as Soul Pattinson takes out top spot for the fourth consecutive month.

Satisfying 92% of its customers, Soul Pattinson came in just ahead of Guardian Pharmacy (91%), My Chemist (90%) and Chemist Warehouse (also 90%). As we reported recently, Chemists tend to rate very highly on average compared to most other categories measured in the Customer Satisfaction Awards, and these impressive scores are certainly consistent with that finding.

In fact, as the chart below shows, eight of the nine businesses measured in the Chemist/ Pharmacy category satisfied more than 85% of their customers.

Customer Satisfaction Awards May 2016: Chemists/Pharmacies


Source: Roy Morgan Single Source (Australia), June 2015-May 2016, n=15,036

Older and more satisfied

Roy Morgan data shows that people aged 50 or older are substantially more likely than those under 50 to shop at a chemist in an average four weeks. They also tend to be more satisfied than younger customers – a tendency which goes some way towards explaining the customer satisfaction success of Soul Pattinson and Guardian Pharmacy. For both of these chains, the 50+ demographic comprises over 60% of their customer traffic in an average four weeks.

In the case of Soul Pattinson, 97% of customers aged 50-64 and 95% of those aged 65+ reported being satisfied with the chemist; while 94% of shoppers aged 65+ and 93% of their 50-64 year-old counterparts were satisfied with Guardian.

Similarly, the highest satisfaction scores for most other contenders in the Chemist/Pharmacy category came from their older customers. There were just two exceptions to this rule: Discount Drug Stores, which achieved their highest satisfaction rating (91%) among shoppers aged 25 to 34 years; and My Chemist, which performed best with 35-49 year-olds (95%).

Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“In any given four weeks, 10.5 million Australians make at least one purchase at a chemist: that’s more than half (54%) of the population to keep satisfied! But month after month, our Customer Satisfaction Awards show that chemists/ pharmacies are up to the job.

“Admittedly, they probably have an advantage over some of the other categories we measure: as our latest Image of Professions Survey revealed recently, Pharmacists are considered one of the most trustworthy professions in Australia. So it’s fair to say that many customers would already be positively predisposed towards their chemist before even making a purchase.  

“Furthermore, the two pharmacy chains leading this month’s results are the smallest of all contenders in this category. Smaller businesses are often in the position to give more personalised service to their customers, and when that service involves health matters, it can come across as especially helpful – boosting satisfaction in the process.

“Analysing Customer Satisfaction data by the kind of consumer demographics, attitudes and behaviours contained in Roy Morgan Single Source can help businesses understand not only what they’re doing right for whom, but how to use this knowledge to improve their satisfaction rating across the board.”

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About Roy Morgan

Roy Morgan is the largest independent Australian research company, with offices throughout Australia, as well as in Indonesia, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan has over 70 years’ experience in collecting objective, independent information on consumers.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate


25% or 75%

10% or 90%

5% or 95%