We recently published the 2011 Temkin Loyalty Ratings which examines how 6,000 US consumers view their recent experiences with 143 companies. We further analyzed the feedback from consumers based on their self-reported ethnicity and here’s what we found:
- Hispanics are the least loyal group in 10 of the 12 industries. Interestingly, they are the most loyal to TV service providers.
- African Americans are the least loyal in six industries, but the most loyal to Airlines.
- Caucasians are the most loyal in five industries, but the least loyal to Internet service providers and TV service providers.
- There are two double-digit ethnic gaps: Caucasians’ loyalty to Investment Firms is 16% higher than Hispanics and African Americans’ loyalty to Health Plans is 11% higher than Hispanics.
This post is the second part of my look at customer experience and loyalty by ethnicity. Check out the previous post: African Americans Rate Experiences Higher.
I will be posting about other demographic segments and also about our analysis of the Temkin Loyalty Ratings data. If you want to get access to the data, go to the Temkin Ratings website.
Research note: There is a known bias in this type of research on Hispanics; it does not include responses from non English speaking consumers and likely underweights those consumers that use English as a secondary language.
The bottom line: It’s important to know your target customer segments