Samsung tops Apple in consumer loyalty benchmark

Samsung tops Apple in consumer loyalty benchmark
According to a recent report from SurveyMonkey, Apple is lagging behind arch-rival Samsung when it comes to consumer loyalty, although a separate set of benchmark data published by the same company reveals that Apple has the upper hand in customer service satisfaction benchmarks.

SurveyMonkey interviewed 5000 participants during the fourth quarter of 2014, and the results show that Apple and Samsung are both ahead of the consumer loyalty average score calculated for electronics and software companies. While the suggested average score in the consumer loyalty benchmark for such companies is 19 points, Apple scored 28 points, and Samsung scored 35 points. Microsoft failed this test, with a score of -8 points. Telecom and cable companies fared much worse in the benchmark, with the average consumer loyalty score for this industry being one of -17 points. Verizon and DirectTV positioned themselves above this average, both with a score of 0 points. AT&T scored -10 points, while Comcast and Time Warner trail the pack with a score of -50 points.

Another set of survey data published by SurveyMonkey reveals that Apple is leading Samsung in customer service satisfaction benchmarks. Apple has a score of 41 percent, while Samsung and Microsoft trail with 25 percent and 19 percent, respectively. All three tech giants fall below the electronics/software industry average of 75 percent, although it's not exactly clear which companies were included in the survey. In the telecom/cable industry, the average score is one of 50 percent. DirectTV has a score of 46 percent, followed by Verizon with 44 percent, and AT&T with 43 percent. TimeWarner scored 37 percent, while Comcast failed the test with a score of 26 percent.

Apple and Samsung fans, are you satisfied with your brand, or are you considering switching camps in the foreseeable future?


via: Cnet

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