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February 21, 2008 The Strength Of Customer RelationshipsExamining Consumer Loyalty To 112 Companies Across Nine Industrieswith Olga Melnikova, Steven Geller |
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Executive Summary
How loyal are consumers? We examined this question by asking nearly 5,000 US consumers about their intentions for doing business with 112 firms across these nine industries: banks, credit card providers, health plans, insurance firms, Internet service providers, investment firms, retailers, TV service providers, and wireless carriers. Our analysis reveals that retailers have the most loyal consumers while banks have the least loyal consumers. When looking at how individual companies compared with their industry averages, credit unions came out on top and Sprint/Nextel came out on the bottom.
This is an excerpt
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