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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