According to the latest Customer Satisfaction Index of Singapore (CSISG) for the retail sector released earlier this month, satisfaction levels in service quality for supermarkets had exceeded that of product quality for the first time in the index’s seven-year history. The improved scores can be attributed to the supermarkets’ new emphasis on “in-store experience” such as staff’s familiarity with supermarket procedures, their professionalism and product knowledge as well as the stores’ product variety. The survey is conducted by the Institute of Service Excellence (ISES) at SMU.