"Convenience Stores, GS25, Emart24, and CU Satisfaction Above Average"

Consumer Agency Survey of 1,500 People
Main Reason for Choosing Convenience Stores: 'Close Distance'

[Asia Economy Reporter Kim Yuri] Among the five convenience store operators, consumer satisfaction was relatively higher for GS25, Emart24, and CU.

On the 30th, the Korea Consumer Agency announced that a survey conducted in September on 1,500 users of five franchise convenience stores?CU, Emart24, GS25, 7-Eleven, and Ministop?showed an overall satisfaction score of 3.540 out of 5.

By operator, GS25 received the highest overall satisfaction score of 3.673. Emart24 (3.631) and CU (3.576) also scored above the average. The overall satisfaction scores for 7-Eleven and Ministop were 3.427 and 3.385, respectively.

By category, the 'Service Quality Satisfaction,' which evaluates the entire service delivery process, scored 3.675, while 'Service Product Satisfaction,' which assesses price, store, cancellations, returns, and refunds, scored 3.673. The satisfaction compared to the ideal service level expected across the industry (Ideal vs. Actual Satisfaction) was the lowest at 3.439.

The products most frequently purchased by consumers were convenience meals (lunch boxes, rice balls, gimbap, sandwiches, etc.) at 22.9%, followed by beverages (water, carbonated drinks, etc.) at 20.0%, snacks, cookies, and ice cream at 16.8%, and cigarettes at 13.2%.

The main reason for choosing a convenience store was 'close proximity' at 54.9%, followed by '24-hour availability' at 11.1%, 'many promotions and benefits' at 6.8%, and 'variety of private brand (PB) products' at 3.9%. The primary reason was the ease of purchasing anytime from a nearby location.

A significant portion (81.0%) did not use convenience store applications (apps) that allow checking pickup orders and discount benefits. The reasons included 'no need to use' at 39.1%, 'unaware of the app' at 33.3%, and 'download and usage inconvenience' at 11.8%.

Regarding consumer damages experienced during convenience store use, 14.5% of all respondents reported having experienced damage. The types of damage included 'missing discounts or free gifts' at 37.6%, 'payment errors' at 27.1%, and 'purchase of expired products' at 20.2% (multiple responses allowed).

However, half (50.0%) of those who experienced damage did not file complaints. Consumers were relatively passive in asserting their rights in convenience store transactions, which often involve small purchases.

The average spending per visit to a convenience store was 8,734 KRW. The highest average spending per visit was at Emart24, with 10,375 KRW.

This survey was conducted online from September 15 to 30.

This content was produced with the assistance of AI translation services.