Study: Consumers Saying 'No Thanks' To Relationships With Brands: Page 2
Among the brands that mainly performed well on "Performance Advantage" were Sony, Panasonic, eBay and MSN. "Experience Advantage" brands included Amazon, Discards, Delta Airlines and Gap. Brands such as Dell, American Express and Palm, which performed well in both categories, have the most solid relationships with consumers.
47% of consumers in solid brand relationships reporting belong to a loyalty program, while 82 % of these same customers indicated the brands were strong on the Performance Advantage factors and 72% indicated strong performance on Experience Advantage factors.
Consumers with "solid" brand relationships interact with these brands an average of 28 times/year via telephone, mail, email, website or store/office visit. For brands with problematic or troubled relationships, this number is 34.
While consumers with solid brand relationships have fewer contacts, they rate the quality of their contact higher - an average of 8.5 out of 10, compared with a score of 4 for those in troubled/non relationships.