Customer Loyalty: That’s Where Samsung Beats Apple

by CXOtoday News Desk    Apr 06, 2015


It’s generally believed Apple has strong brand loyalty which keeps iPhone users coming back. While the statement can be partially correct, a new survey suggests that Samsung enjoys markedly more customer loyalty than Apple.

The SurveyMonkey defines industry benchmarks to help companies judge where brands stand. Samsung scored a 35 for customer loyalty, while Apple managed a 28. Both scores were above the industry benchmark of 19.

Wikipedia defines Customer loyalty as a situation when a person buys products from the same brand or manufacturer repeatedly rather than from other suppliers. Recent surveys reveal that the “loyalty” metric very useful.

Customers’ perceived value, brand trust, customers’ satisfaction, repeat purchase behavior, and commitment are found to be the key influencing factors of brand loyalty.

Richard Lazazzera notes that “Your current customer is the best asset your store has. They already know your brand, they know your products and they know your service. Focusing your time and energy on this group as oppose to always trying to find new customers can be a powerful way to supercharge revenues for your brand.”

Experts believe, customer loyalty goes a long way in defining how a company is being received by its customers over a period of time and is indicative of the brand value. And it is here that Apple should focus and rethink.

However, where Apple did better, was in customer service satisfaction. There, it scored a 41 percent positive rating, while Samsung managed only 25. Both companies may still have much to do. The industry benchmark for customer service satisfaction is 75 percent.

One brand that doesn’t come out of it at all well in customer loyalty is Microsoft. For customer loyalty it scored as low as 8, though it fared slightly better in customer service satisfaction. It managed a 19 percent score there.

A Cnet report stated that these numbers were generated in the fourth quarter of 2014 and represent more than 5,000 adults in SurveyMonkey’s Audience, which was polled to offer its views on certain brands.

These figures provide an insight into the larger and more complex consumer defection phenomenon in the competitive consumer market and could help these tech companies to better analyse their offerings and strive to reach scores better than the industry benchmark, it said.