AT&T has topped the 2010 Brand Keys Customer Loyalty Engagement Index in the wireless phone service category.
The Index, which began in 1997, examines American consumers’
relationships with 518 brands in 71 categories. In the wireless phone
service category, AT&T explained in a Feb. 4 statement, the survey
considered loyalty drivers such as “network quality, technology
leadership and competitive plans.”
“The brand whose drivers come closest to meeting (or even exceeding)
those of the category Ideal is always the one whose customers will
demonstrate the highest levels of engagement and loyalty over the next
12 to 18 months,” Brand Keys wrote in its 2010 report.
“At a time when brand has become a surrogate for added value,
especially in the wireless category, we believe AT&T has been able
to better meet the expectations that consumers hold for that fusion of
technology and brand,” said Robert Passikoff, Founder and President of
Brand Keys, in the statement. “They’ve managed to do it believably and
with a degree of engagement that has resulted in their No. 1 ranking in
our 2010 Customer Loyalty Engagement Survey.”
“Nothing means more to us than knowing we have earned the loyalty of
our customers,” AT&T president and CEO Ralph de la Vega followed in
the statement. “We’re committed to working hard every day to continue
earning that trust by providing our customers with the quality experience they expect through a great network, great devices and great pricing.”
Verizon Wireless — the 2009 winner — placed second this year, with Sprint PCS and T-Mobile behind it.
Other brands ranking first in the hearts of consumers included
Cheerios, in the adult breakfast cereal category, Dunkin’ Donuts, in
the coffee category — with Starbucks faring second — and Apple in the
computer laptop category. Acer and Samsung tied in the netbook
category, and Verizon was the favored long-distance phone service
provider, topping AT&T, Sprint and MCI.
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