How loyal are consumers? not very : repurchasing, switching, and making recommendations across 12 industries

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      <subfield code="a">How loyal are consumers? not very</subfield>
      <subfield code="b"> : repurchasing, switching, and making recommendations across 12 industries</subfield>
      <subfield code="c">by Bruce D. Temkin, with William Chu and Angela Beckers</subfield>
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      <subfield code="a">We surveyed more than 4,500 US consumers to find out about the strength of their relationships with companies across 12 industries. Our analysis looked at three areas of loyalty: the willingness to make another purchase, the reluctance to switch business away, and the likelihood to recommend the provider. It turns out that retailers, as an industry, have the highest loyalty levels and TV service providers have the lowest. Our analysis also examined loyalty for 113 firms compared with their industry averages. Some findings: USAA, Southwest Airlines, and Apple have relatively high levels of loyal customers, while US Airways, Sprint, and Radio Shack customers are less loyal. Given that 30% to 40% of consumers arent very loyal, theres enormous upside for customer experience efforts</subfield>
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