![]() ![]() The numbers vary a little from quarter to quarter, but going back all the way to Q1 2013, AT&T and Verizon consistently have lower churn rates than their rivals. In Q3 2016, Verizon posted a 1.26% churn rate - that is, customers who left the carrier - while AT&T came in at 1.45%, T-Mobile had 2.27%, and Sprint was fourth with 2.78%. ![]() Those loyalty numbers from Brand Keys also match a key industry metric.īoth AT&T, the largest carrier, and Verizon have markedly lower churn rates than Sprint and T-Mobile. In wireless, AT&T and Verizon, which took second place on the CLEI in wireless, have built a reputation for having better networks than T-Mobile and Sprint, which came in third and fourth, respectively. Many of us buy a certain brand of eggs, milk, or cereal out of loyalty (and habit) when a store brand would in many cases be just as good, as well as cheaper. The same could be said for a lot of products, but even when two items are similar or even identical, brand loyalty can not only get a customer to buy a certain item, but it can also have that person pay more for it. That means a lot of people buy gas at the most convenient station or the one with the best price, and sometimes a combination of those two things. For example, while some consumers have loyalty to gasoline brands, many don't. In markets where consumers believe all brands are equal, then the cheapest or sometimes the most convenient one tends to win the most customers. ![]()
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