美国公司客户忠诚度的测评
AMTeam.org消息：对于每年一次的客户忠诚度的指数，市场研究公司Brand Keys每年要对16,000名顾客进行两次调查，主要调查他们对26种分类中的158个品牌的态度。对于每一种分类，Brand
Keys希望顾客能够回答哪种品牌特性对于他们来说最重要，然后再评估相应品牌的价值。公司根据调查的数据，分析得出每一种分类中品牌的排位。今年调查的结果表明有9大类别的变化比较大。以下是2002年Brand
Keys有关品牌客户忠诚度的调查结果。
|
航空公司 |
|
1. Delta |
|
2. Southwest |
|
3. Continental |
|
4. United |
|
5. U.S.
Airways/American (tie) |
|
|
|
运动鞋 |
|
1. New
Balance |
|
2. Nike |
|
3. Reebok/Adidas
(tie) |
|
5. Fila |
|
|
|
移动电话 |
|
1. Samsung |
|
2. Motorola/Nokia (tie) |
|
4. Ericsson |
|
5. Panasonic |
|
|
|
啤酒 |
|
1. Budweiser |
|
2. Miller
Genuine Draft |
|
3. Heineken |
|
4. Corona |
|
5. Becks |
|
|
|
快餐 |
|
1. Wendy's/KFC (tie) |
|
3. McDonald's |
|
4. Burger King |
|
5. Taco Bell |
|
|
|
信用卡 |
|
1. Discover |
|
2. Capital One |
|
3. Visa |
|
4. American Express |
|
5. MasterCard |
|
|
|
保险公司 |
|
1. Travelers |
|
2. Prudential/MetLife (tie) |
|
4. Aetna/New York
Life (tie) |
|
6. The Hartford |
|
|
|
协会的运动 |
|
1. MLB |
|
2. NFL |
|
3. NBA |
|
4. NHL |
|
|
|
在线经纪公司 |
|
1. Charles Schwab |
|
2. Datek |
|
3. CSFB Direct |
|
4. TD Waterhouse |
|
5. Merrill Lynch |
|
6. Fidelity |
|
7. National Discount Brokers |
|
8. Ameritrade/E-Trade (tie) |
|
|
|
汽油 |
|
1. Mobil |
|
2. Exxon |
|
3. Texaco |
|
4. Chevron |
|
5. Amoco/Shell (tie) |
|
7. BP/Sunoco (tie) |
|
|
|
搜索引擎 |
|
1. Google |
|
2. Yahoo |
|
3. HotBot/Lycos/AltaVista/Excite
(tie) |
|
7. MSN |
|
8. Netscape |
|
9. AOL/Ask Jeeves (tie) |
|
|
|
长途电话服务 |
|
1. Sprint |
|
2. AT&T |
|
3. Qwest |
|
4. Bell South |
|
5. SBC |
|
6. MCI |
|
7. Verizon |
|
|
|
能源供应商 |
|
1. KeySpan/PSE&G (tie) |
|
3. Con Edison |
|
|
|
|
银行 |
|
1. Citibank |
|
2. Chase |
|
3. First Union |
|
4. Fleet |
|
5. Bank of N.Y. |
|
|
|
早间新闻 |
|
1. The Today
Show
(NBC) |
|
2. Early
Edition
(CNN) |
|
3. Good Morning
America (ABC) |
|
4. Early
Show
(CBS) |
|
|
|
办公复印机 |
|
1. Canon |
|
2. Xerox |
|
3. Minolta/Sharp (tie) |
|
5. Ricoh |
|
|
|
共有基金 |
|
1. T. Rowe Price |
|
2. Fidelity |
|
3. Vanguard |
|
4. Putnam |
|
5. Janus |
|
|
|
在线旅游 |
|
1. Expedia |
|
2. Travelocity |
|
3. Fodors |
|
4. Priceline.com |
|
|
|
无线电话服务 |
|
1. Verizon |
|
2. Sprint PCS |
|
3. Cingular |
|
4. AT&T/Nextel/Voicestream
(tie) |
|
|
|
包裹运输 |
|
1. Airborne Express |
|
2. Federal Express |
|
3. UPS |
|
4. USPS |
|
5. DHL |
|
|
|
软饮料 |
|
1. Pepsi |
|
2. Coca-Cola |
|
3. 7-Up |
|
4. Dr. Pepper |
|
|
|
酒店 |
|
1. Ritz-Carlton |
|
2. Hyatt |
|
3. Marriott |
|
4. Hilton |
|
5. Sheraton |
|
6. Radisson |
|
7. Wyndham/Westin (tie) |
|
9. Embassy Suites |
|
|
|
零售店 |
|
1. Wal-Mart |
|
2. Sears |
|
3. Target |
|
4. JC Penney |
|
5. Best Buy |
|
6. Kmart |
|
|
|
轿车租赁公司 |
|
1. Avis |
|
2. Budget |
|
3. Hertz |
|
4. Enterprise |
|
5. National |
|
6. Dollar |
|
7. Alamo |
|
|
|
在线书籍和音乐 |
|
1. Amazon.com |
|
2. Buy.com |
|
3. Borders.com |
|
4. Barnesandnoble.com/CDNow
(tie) |
|
|
|
比萨饼 |
|
1. Papa John's |
|
2.Domino's/Pizza Hut/Godfather's/Round Table
(tie) |
|
6. Chuck E. Cheese |
|
7. Little Caesar's |
|
|
|
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