Brands that drive customer loyalty

Apple, Coca Cola, Target, Amazon.com, Google, Microsoft and Starbucks were named as brands that customers are most likely to stay loyal to, according to a recent study by ClickFox.

Apple, Coca Cola, Target, Amazon.com, Google, Microsoft and Starbucks were named as brands that customers are most likely to stay loyal to, according to a recent study by ClickFox. The customer loyalty study found that 20 percent of surveyed consumers named Apple as a brand they could not live without.

Respondents indicated that customer satisfaction and loyalty is mostly earned when brands deliver high-quality products - 88 percent cited this as their primary consideration. When it came to service, 72 percent said this was a primary driver of loyalty. Half said price was the most important and 45 credited convenience.

When shoppers fall in a love with a brand, 78 percent spread word-of-mouth reviews, 68 percent buy more from that company and 54 percent refuse to buy other products.

"Customers are demanding quality products and top-notch customer service, and they're willing to pay for it," said Marco Pacelli, CEO of ClickFox. "Companies need to differentiate themselves by producing quality products and exceptional customer experiences."

Customers also indicated that they are most likely to become loyal after their first purchase or when they begin a service. Just under half said the first experience was the most critical. Forty percent said brands have a prime opportunity to earn loyalty when customers need issues resolved.