Amazon Gets High Marks For Its Customers’ Emotional Engagement

February 8, 2013

BrandKeys-Brand-Leaders-Customer-Emotional-Engagement-Feb2013A new study from Brand Keys measures customers’ emotional engagement with 375 brands across 54 categories, finding that Amazon is among the closest to an ideal score of any brand in its respective category. Using a proprietary survey-based research method to see how well brands meet or exceed expectations consumers hold, the study assigns an emotional engagement strength score of 96% to Amazon versus the online retail category ideal of 100%.

According to ForeSee’s recently-released 8th annual “E-Retail Satisfaction Index (US Holiday Edition)”, Amazon led all e-retailers for the second consecutive year in customer satisfaction.

Meanwhile, according to the Brand Keys study, other selected brands scoring highly within their respective categories include:

  • US Airways (85%), for airlines;
  • State Farm (82%), for car insurance;
  • Samsung (87%), for smartphones;
  • Facebook (88%), for social networking sites;
  • Amazon (92%), for tablets; and
  • Discover (94%), for credit cards.

Notably, Apple fell from the top spot in both the smartphone and tablet category, after leading both last year.

The full list of category leaders can be accessed here [pdf].

About the Data: Brand Keys describes its study methodology as follows:

“For the Brand Keys 2013 survey, 39,000 consumers, 18 to 65 years of age, drawn from the nine US Census Regions, self-selected the categories in which they are consumers, and brands for which they are customers. Seventy percent (70%) were interviewed by phone, twenty-five percent (25%) via face-to-face interviews (to include cell phone-only households), and 5% participated online.

Assessments are based on an independently-validated technique that fuses rational and emotional aspects of the categories to identify the drivers for the category Ideal, and to determine how well the brand meets ”“ or exceeds ”“ expectations consumers hold for the category Ideal. The proprietary research technique combines psychological inquiry with higher-order statistical analyses to deliver a verified test/re-test reliability of 0.93, with results generalizable at the 95% confidence level. This method has been successfully used in B2B and B2C categories in 35 countries around the world.”


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