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Study: Consumers Saying 'No Thanks' To Relationships With Brands: Page 2

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Posted February 22, 2001 By Staff     Feedback
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tes it understands and values them., with its personalized website that "remembers" your last visit and preferences, scores highly on this factor.

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.

  • Customer loyalty programs did not stand out as being a significant driver of relationships with brands. While these types of programs do have some impact on relationship strength, it is relatively minor compared to the Performance Advantage and Experience Advantage factors. They were reported more frequently among consumers who claim to "just use" brands and have no relationship with them.

    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.

  • Brands with problematic or troubled relationships made the most contact with consumers across channels. This runs contrary to the commonly accepted practice amongst marketers that more frequent contact, particularly 1-to-1, leads to a stronger relationship.

    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.

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