Lakeland and Richer Sounds have topped a league table of 100 retailers for their outstanding customer satisfaction.

A Which? survey of 14,000 people has named Lakeland and Richer Sounds as the best retailers in the UK, with big names including Sainsbury’s and JJB Sports among the worst for customer satisfaction.

Consumer magazine Which? asked 14,000 members of the public about their experiences in high street shops in the previous six months – how satisfied they were and how likely they were to recommend the shop – the shops were given a rating based on these answers together with value for money, store experience and quality.

Audio-visual chain Richer Sounds, which has more than 50 outlets in the UK, was described in the survey as having “excellent aftercare” and “lovely, helpful and knowledgeable staff”. On its website the chain even offers to pay the parking costs of its “genuine customers” even if no purchase is made.

Homeware store Lakeland joined Richer Sounds at the top of the list as both enjoyed a score of 78%. Other retailers in the top 10 included Apple, Lush and Ikea.

Peter Vicary-Smith, Chief Executive of Which?, says: “We know people appreciate good customer service so retailers need to realise that ‘Who cares, wins’. Some stores are clearly giving their customers what they want, so why settle for lousy service? We urge shoppers to vote with their feet and stamp it out.”

John Lewis – a retailer that prides itself on its high level of customer service, was voted in fifth place. The company was named Best Online Retailer 2010 in the recent Which? Awards 2010, with Commercial Director Andrea O’Donnell, attributing the company’s success to the “hard work and commitment of Partners across the business.”

Some of those retailers which did not fare so well with the public include DIY retailer Homebase, sporting retailer JJB Sports, supermarket giant Sainsbury’s and stationer WH Smith, the latter of which scored below 50%.

One shopper at JJB Sports, which was given a rating of just 52% in the survey, said that staff gave the impression that they were “more interested in chatting to each other than dealing with the customer.”