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Consumer Loyalty and Satisfaction Varies by Industry

July 7, 2010

Gamers are as passionate about their gaming consoles as auto buyers are about their cars, according to a survey from Ipsos Loyalty.

Gaming consoles and cars received the highest scores on the Ipsos Loyalty Satisfaction Index, 8.31 and 8.30, respectively. But consumers were relatively unsatisfied with their mobile telephone providers (7.51) and software operating systems (7.51).

Across the industries studied, businesses that rely on face-to-face service tended to outperform technology-driven sectors. For example, banks came in third (8.09) in the study.

"Americans viewed their banks favorably," said Tim Keiningham, global chief strategy officer at Ipsos Loyalty. "The good news for banks is that despite the recent financial crisis, Americans tend to hold positive feelings about the place where they bank. Clearly, Americans distinguish between the bailout and the local branch of their bank."

Looking for great digital marketing data? MarketingProfs reviewed hundreds of research sources to create our most recent Digital Marketing Factbook (May 2010), a 296-page compilation of data and 254 charts, covering email marketing, social media, search engine marketing, e-commerce, and mobile marketing. Also check out The State of Social Media Marketing, a 240-page original research report from MarketingProfs.

Overall, however, Americans are most committed to their country, according to separate research from Ipsos Loyalty.

Asked to assess positive change in their loyalty toward 29 separate categories of people, organizations, products, and services, 70% of Americans say they are now more loyal to the USA than they were two years ago.

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