Southwest and Marriott Top Customer Loyalty Survey

surveyOn April 24, 2013, Satmetrix released the results of its 2013 Net Promoter Industry Benchmarks. The consumer study, which measures customer loyalty, reached more than 24,000 U.S. consumers.

The Travel and Hospitality benchmark revealed that Southwest took the top spot in the airlines sector, jumping nine points for an NPS of 66 percent. Its competitor, Virgin America, fell 15 points. The Marriott retained its top spot in the hotel sector, and saw a six-point increase for an NPS of 62 percent. TripAdvisor held on to its place atop the travel websites sector, moving up three points for an NPS of 36 percent.

Ratings were given for more than 200 brands within 22 specific competitive sectors across seven major industry groups including financial services, technology, online services, retailing, travel and hospitality, insurance and telecommunications. Consumers rated products and services such as online entertainment, tablet computers, smartphones and apps, software and more.

The Net Promoter survey ranks companies on products based on the Net Promoter question: “On a scale of 1-10, how likely is it that you would recommend this product or service to a colleague or friend?” The Net Promoter Score (NPS) is then calculated as the percentage of customers who are promoters, rating the company 9 or 10, minus the percentage who are detractors, rating 6 or lower.

Consumers also rated each brand on various aspects of customer experience, including product or service features, customer service and overall value, enabling Satmetrix to analyze what drives customer loyalty and customer recommendations.
 
Full reports are available for purchase at www.satmetrix.com/benchmarking.