Companies earn top customer loyalty ratings, or satisfaction?

Amazon, Apple, Trader Joe's and Costco were among the companies that received top ratings for customer loyalty in a Satmetrix survey.

Amazon, Apple, Trader Joe's and Costco were among the companies that received top ratings for customer loyalty in a Satmetrix survey. The Net Promoter Software company tracks customer experience and releases a yearly report on industry benchmarks across a variety of sectors.

The survey asks respondents to rate their experiences with brands and the company generates a Net Promoter Score (NPS) based on a consumers' likelihood of recommending products and services.

Apple earned the highest marks for the technology industry with a 71 percent score for hardware and 68 percent for software. Amazon.com beat out competing online shopping websites with a 76 percent score and 71 percent of shoppers would recommed Costco to fellow shoppers more often than other major department, wholesale and specialty retail stores. Trader Joe's and Wegmans tied for the best grocery chains.

Many retailers rely on customer satisfaction and loyalty measures to determine how well they are serving and retaining their clients, but not all of the surveys actually measure what they want, according to the Financial Chronicle. Measuring loyalty may be more difficult than simply accounting for satisfaction with a particular product because it depends on shoppers' repeated behavior, the source reports. To get a read on client loyalty, companies may need to ask more in-depth questions.