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Customer Satisfaction and Brands - UK - May 2016

“There is a clear link between customer satisfaction and perception of premium attributes such as quality, innovation, sophistication or style, forming the basis of why consumers seek out luxury brands in the first place. Luxury brands can highlight this satisfaction and the emotive benefits that they bring in order to encourage trading up. Brands without such premium attributes should not fear, however, as there is little link between satisfaction and usage.”
– Richard Hopping, Brand and Household Analyst

This report examines the following areas:

  • Luxury brands most likely to satisfy
  • Excellent reviews dominated by luxury brands
  • Brands without such a luxury image just as likely to generate recommendation
  • Positivity = likely recommendation
  • Little correlation between use in the last year and satisfaction
  • Perception of high quality has strong influence on satisfaction
  • Little link between perceived value and satisfaction

There is a clear link between customer satisfaction and associations with premium attributes across brands in many different sectors, highlighting that consumers feel the extra money they pay for more expensive products is worth it. While value tends to be a driver in the decision to make a purchase, it does not necessarily have an ongoing influence on the proportion of satisfaction that a brand receives; customers appear more focused on emotive factors that have an impact on ego.

There is a slight difference when it comes to recommendation, however, with users of brands likely to consider factors apart from personal experience. As a result, brands can still generate high levels of recommendation without necessarily reaching the same satisfaction levels of those with more premium attributes.

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Table of contents

  1. Overview

    • What you need to know
      • Report scope
      • Executive Summary

          • Luxury brands most likely to satisfy
            • Figure 1: Top brands by proportion of users who describe their experience as “Excellent” or “Good”, January 2014 – March 2016
          • Excellent reviews dominated by luxury brands
            • Figure 2: Top brands by proportion of users who describe their experience as “Excellent”, January 2014 – March 2016
          • Brands without such a luxury image just as likely to generate recommendation
            • Figure 3: Top brands by likely recommendation, January 2014 – March 2016
          • Positivity = likely recommendation
            • Figure 4: Proportion of users who would recommend the brand, by proportion of users who describe their experience as “Excellent” or “Good”, January 2014 – March 2016
          • Little correlation between use in the last year and satisfaction
            • Figure 5: Proportion of users who have used in the last year, by positive endorsement (net of “Good” or “Excellent” reviews), January 2014 – March 2016
          • Perception of high quality has strong influence on satisfaction
            • Figure 6: Agreement with “A brand that has consistently high quality”, by positive endorsement (net of “Good” or “Excellent” reviews), January 2014 – March 2016
          • Little link between perceived value and satisfaction
            • Figure 7: Proportion of agreement with “A brand that offers good value”, by proportion of positive endorsement (net of “Good” or “Excellent” reviews), January 2014 – March 2016
          • What we think
          • Customer Satisfaction Overview – What You Need to Know

            • Luxury brands most likely to satisfy
              • Offering something different can promote extra enthusiasm
                • Recommendation influenced by other factors
                  • Positivity = recommendation
                  • Brand Satisfaction

                    • Luxury brands score highly
                      • Figure 8: Top brands by proportion of positive endorsements (net of “Good” or “Excellent” reviews), January 2014 – March 2016
                    • Amazon and Google perform strongly
                      • Excellent reviews dominated by luxury brands
                        • Figure 9: Top brands by proportion of excellent reviews, January 2014 – March 2016
                        • Figure 10: Proportion of excellent reviews, by positive endorsement (net of “Good” or “Excellent” reviews), January 2014 – March 2016
                      • Aspiration helps promote enthusiasm among users
                        • Different delivery of customer service benefits First Direct
                          • Ethical image may influence extra enthusiasm for bareMinerals
                            • NIVEA Sun and InsureandGo also stand out
                            • Brand Recommendation

                              • Non-luxury brands equally likely to generate recommendation
                                • Figure 11: Top brands by likely recommendation, January 2014 – March 2016
                              • Positivity = likely recommendation
                                • Figure 12: Proportion of users who would recommend the brand, by proportion of users who describe their experience as “Excellent” or “Good”, January 2014 – March 2016
                              • Overall positivity more important than strong enthusiastic reviews
                                • Figure 13: Proportion of users who would recommend the brand, by proportion of users who describe their experience as “Excellent”, January 2014 – March 2016
                            • Sector Review – What You Need to Know

                              • Premium takes precedence across sectors
                                • Ongoing value counts for more within Tech Service Provider and Energy Sectors
                                  • Enjoyment key in food brands
                                    • Finance brands have to juggle many different elements
                                      • Niche beauty brands capable of creating excellent reviews
                                      • Automotive

                                        • Premium brands generate highest satisfaction
                                          • Price is more of an influence on usage than satisfaction
                                            • Figure 14: Top brands by positive endorsement (Net of “Good” or “Excellent” reviews) in the Automotive sector, January 2014 – March 2016
                                          • Satisfaction in car brands reflects brand favouritism
                                            • Figure 15: Top brands by proportion of excellent reviews in the Automotive sector, January 2014 – March 2016
                                          • Volkswagen scandal affects likelihood of recommendation
                                            • Figure 16: Top brands, by likely recommendation in the Automotive sector, January 2014 – March 2016
                                          • Trust and confidence important, value not so much
                                            • Figure 17: Overall satisfaction of BMW – Key driver output, November 2015
                                        • Finance

                                          • Finance sector’s negative image ties in with low satisfaction
                                            • Building society brand Nationwide comes out on top
                                              • Figure 18: Top brands by positive endorsement (Net of “Good” or “Excellent” reviews) in the Finance sector, January 2014 – March 2016
                                            • First Direct’s different method of delivery excels
                                              • Figure 19: Top brands by proportion of excellent reviews in the Finance sector, January 2014 – March 2016
                                            • Banking brands benefit from inertia
                                              • Despite low interaction, insurance specialists score highly
                                                • Figure 20: Factors influencing insurance purchases, September 2015
                                                • Figure 21: Top brands by likely recommendation in the Finance sector, January 2014 – March 2016
                                              • Financial services brands have several plates to spin
                                                • Figure 22: Overall satisfaction of Nationwide – Key driver output, November 2015
                                            • Food

                                              • Less of a bias towards luxury in overall satisfaction with food brands
                                                • Figure 23: Top brands by positive endorsement (net of “Good” or “Excellent” reviews) in the Food sector, January 2014 – March 2016
                                              • But premium looks to have more of an impact on excellent reviews
                                                • Figure 24: Top brands by proportion of excellent reviews in the Food sector, January 2014 – March 2016
                                              • Recommendation may be impacted by reputation of the brand
                                                • Figure 25: Top brands by likely recommendation in the Food sector, January 2014 – March 2016
                                              • Consumers likely to base satisfaction in food brands on pure enjoyment
                                                • Figure 26: Overall satisfaction of Magnum – Key driver output, April 2015
                                            • Foodservice

                                              • Niche restaurants score higher on satisfaction
                                                • Figure 27: Top brands by positive endorsement (net of “Good” or “Excellent” reviews) in the Foodservice sector, January 2014 – March 2016
                                              • Gourmet options putting pressure on fast food brands
                                                • Figure 28: Top brands by proportion of excellent reviews in the Foodservice sector, January 2014 – March 2016
                                                • Figure 29: Top brands by likely recommendation in the Foodservice sector, January 2014 – March 2016
                                              • Consistency is vital for foodservice brands
                                                • Figure 30: Overall satisfaction of YO! Sushi – Key driver output, April 2015
                                            • Drink

                                              • Alcoholic drinks and premium brands score highest within drinks sector
                                                • Figure 31: Top brands by positive endorsement (net of “Good” or “Excellent” reviews) in the Drink sector, January 2014 – March 2016
                                              • Alcoholic brands able to build associations with style and sophistication
                                                • Figure 32: Top brands by proportion of excellent reviews in the Drink sector, January 2014 – March 2016
                                              • Accessibility impacts on drinks recommendation
                                                • Figure 33: Top brands by likely recommendation in the Drink sector, January 2014 – March 2016
                                              • Innocent’s social responsibilities not necessarily an ongoing driver of satisfaction
                                                • Figure 34: Overall satisfaction of Innocent – Key driver output, September 2015
                                            • Technology Products

                                              • Google again performs strongly
                                                • Figure 35: Top brands by positive endorsement (net of “Good” or “Excellent” reviews) in the Technology sector, January 2014 – March 2016
                                              • Apple drives high proportion of excellence
                                                • Figure 36: Top brands by proportion of excellent reviews in the Technology sector, January 2014 – March 2016
                                              • Sound specialist Bose excels
                                                • Technology product all-rounders enjoy high recommendation
                                                  • Figure 37: Top brands by likely recommendation in the Technology sector, January 2014 – March 2016
                                                • Google’s free services means consumers unlikely to associate it with value
                                                  • Figure 38: Overall satisfaction of Google– Key driver output, October 2015
                                              • Technology Service Providers

                                                • New streaming brands outperforming the established
                                                  • Figure 39: Top brands by positive endorsement (net of “Good” or “Excellent” reviews) in the Technology Service Provider sector, January 2014 – March 2016
                                                • O2 enjoys advantage ahead of competitors
                                                  • Figure 40: Top brands by proportion of excellent reviews in the Technology Service Provider sector, January 2014 – March 2016
                                                • Streaming brands putting pressure on the established
                                                  • Figure 41: Top brands by recommendation in the Technology Service Provider sector, January 2014 – March 2016
                                                • Quality and value biggest drivers of satisfaction
                                                  • Figure 42: Overall satisfaction of Netflix – Key driver output, January 2016
                                              • Travel

                                                • Premium travel brands top the charts
                                                  • Figure 43: Top brands by positive endorsement (net of “Good” or “Excellent” reviews) in the Travel sector, January 2014 – March 2016
                                                • Low-cost airlines do not feature
                                                  • Figure 44: Top brands by proportion of excellent reviews in the Travel sector, January 2014 – March 2016
                                                • More accessible travel brands benefit from greater likely recommendation
                                                  • Figure 45: Top brands by likely recommendation in the Travel sector, January 2014 – March 2016
                                                • Customer service an important factor in satisfaction
                                                  • Figure 46: Overall satisfaction of Virgin Atlantic – Key driver output, Virgin Atlantic, June 2015
                                              • Media

                                                • Magazines fare better than newspapers
                                                  • Low satisfaction may contribute towards loss of readership
                                                    • Figure 47: Top brands by positive endorsement (net of “Good” or “Excellent” reviews) in the Media sector, January 2014 – March 2016
                                                  • Proportion of excellent reviews unlikely to determine newspaper readership
                                                    • Figure 48: Top brands by proportion of excellent reviews in the Media sector, January 2014 – March 2016
                                                    • Figure 49: Top brands by likely recommendation in the Media sector, January 2014 – March 2016
                                                  • Media brands that align with personality likely to generate satisfaction
                                                    • Figure 50: Overall satisfaction of Men’s Health – Key driver output, April 2015
                                                • Retail

                                                  • Online specialist retailers outperform bricks-and-mortar stores
                                                    • Figure 51: Top brands by positive endorsement (net of “Good” or “Excellent” reviews) in the Retail sector, January 2014 – March 2016
                                                  • Positive attributes ensure John Lewis scores highly
                                                    • Figure 52: Top brands by proportion of excellent reviews in the Retail sector, January 2014 – March 2016
                                                  • Function and accessibility more of a factor in likely recommendation
                                                    • Figure 53: Top brands by likely recommendation in the Retail sector, January 2014 – March 2016
                                                  • Customers unfazed by negative stories around Amazon
                                                    • Figure 54: Overall satisfaction of Amazon – Key driver output, December 2015
                                                • Fashion

                                                  • Fashion brands benefit from luxury associations
                                                    • Figure 55: Top brands by positive endorsement (net of “Good” or “Excellent” reviews) in the Fashion sector, January 2014 – March 2016
                                                  • Brands in fashion sector able to justify high prices
                                                    • Figure 56: Top brands by proportion of excellent reviews in the Fashion sector, January 2014 – March 2016
                                                  • Accessibility has a stronger influence on likely recommendation
                                                    • Figure 57: Top brands by likely recommendation in the Fashion sector, January 2014 – March 2016
                                                  • Status-related attributes key drivers for Tiffany & Co
                                                    • Figure 58: Overall satisfaction of Tiffany & Co – Key driver output, June 2015
                                                • Energy

                                                  • Negative image of energy sector weighs on individual brands
                                                    • Figure 59: Top brands by positive endorsement (net of “Good” or “Excellent” reviews) in the Energy Provider sector, January 2014 – March 2016
                                                  • Low differentiation = high inertia
                                                    • Figure 60: Reasons for changing gas/electricity supplier in the last 12 months, June 2015
                                                    • Figure 61: Top brands by proportion of excellent reviews in the Energy Provider sector, January 2014 – March 2016
                                                  • Recommendation also low
                                                    • Figure 62: Top brands by likely recommendation in the Energy Provider sector, January 2014 – March 2016
                                                  • E.ON relies on trust and customer service
                                                    • Figure 63: Overall satisfaction of E.ON – Key driver output, July 2015
                                                • Beauty and Personal Care

                                                  • Mass-market brands more likely to generate overall satisfaction
                                                    • Figure 64: Top brands by positive endorsement (net of “Good” or “Excellent” reviews) in the BPC sector, January 2014 – March 2016
                                                  • Smaller niche brands capable of promoting excellent experience
                                                    • Figure 65: Top brands by proportion of excellent reviews in the BPC sector, January 2014 – March 2016
                                                  • Brands for children have greater platform for recommendation
                                                    • Figure 66: Top brands by recommendation in the BPC sector, January 2014 – March 2016
                                                  • Combination of function and ego promotes satisfaction in NIVEA Men
                                                    • Figure 67: Overall satisfaction of NIVEA Men – Key driver output, February 2016
                                                • Household Care

                                                  • Premium household care brands foster satisfaction
                                                    • Figure 68: Top brands by positive endorsement (net of “Good” or “Excellent” reviews) in the Household Care sector, January 2014 – March 2016
                                                  • Functional category enables clearer judgement
                                                    • Figure 69: Top brands by proportion of excellent reviews in the Household Care sector, January 2014 – March 2016
                                                  • The impact of accessibility on recommendation
                                                    • Figure 70: Top brands by likely recommendation in the Household Care sector, January 2014 – March 2016
                                                  • Certain household brands capable of competing on status
                                                    • Figure 71: Overall satisfaction of Yankee Candle – Key driver output, February 2016
                                                • Factors Influencing Satisfaction – What You Need to Know

                                                  • Little correlation between usage and satisfaction
                                                    • Inertia means frequent usage not dependent on satisfaction
                                                      • Perceived high quality and satisfaction closely linked
                                                        • Investment in customer service likely to see greater return
                                                          • Ethics has some influence, but is not crucial to satisfaction
                                                            • Value has diminishing influence once purchase is made
                                                            • The Impact of Usage

                                                              • Little correlation between use in the last year and satisfaction
                                                                • Convenience is key in food retailing category
                                                                  • Premium brands attract lower usage, yet score highly on satisfaction
                                                                    • Figure 72: Proportion of users who have used in the last year, by positive endorsement (net of “Good” or “Excellent” reviews), January 2014 – March 2016
                                                                • The Impact of Frequent Usage

                                                                  • High satisfaction does not guarantee regular usage
                                                                    • Inertia offsets low satisfaction level in certain categories
                                                                      • Figure 73: Proportion of users who describe their usage as “Often” or “All the time”, by positive endorsement (net of “Good” or “Excellent” reviews), January 2014 – March 2016
                                                                  • The Impact of Perceived High Quality

                                                                    • Perception of high quality has strong influence on satisfaction
                                                                      • Figure 74: Agreement with “A brand that has consistently high quality”, by positive endorsement (net of “Good” or “Excellent” reviews), January 2014 – March 2016
                                                                    • Consumers have got used to paying less for Amazon …
                                                                      • … and almost nothing for Google’s services
                                                                        • Figure 75: Agreement with “A brand that is worth paying more for”, by positive endorsement (net of “Good” or “Excellent” reviews), January 2014 – March 2016
                                                                    • The Impact of Customer Service

                                                                      • Customer service continues to prove vital
                                                                        • Figure 76: Proportion of agreement with “A brand that has great customer service”, by proportion of positive endorsements (net of “Good” or “Excellent” Reviews), January 2014 – March 2016
                                                                    • The Impact of Ethics

                                                                      • Perceived ethics has some influence on satisfaction
                                                                        • The Co-operative brands struggle
                                                                          • Fashion brands prosper in spite of lower association with ethics
                                                                            • Figure 77: Agreement with “Ethical”, by positive endorsement (net of “Good” or “Excellent” reviews), January 2014 – March 2016
                                                                        • The Impact of Perceived Good Value

                                                                          • Little link between perceived value and satisfaction
                                                                            • Figure 78: Proportion of agreement with “A brand that offers good value”, by proportion of positive endorsement (net of “Good” or “Excellent” reviews), January 2014 – March 2016
                                                                          • Importance of price diminishes after purchase
                                                                          • Cross Category Review – What You Need to Know

                                                                            • Google as yet unaffected by negative stories
                                                                              • Satisfaction in Amazon holds up
                                                                                • The Co-operative brands struggle
                                                                                  • Volkswagen badly affected by emissions scandal
                                                                                    • Nurofen brand in trouble
                                                                                    • Google’s Tax Affairs Come Under the Microscope

                                                                                      • Corporation tax in focus
                                                                                        • Figure 79: Google brand satisfaction, March 2013 – October 2015
                                                                                      • Recent events represent a big challenge
                                                                                        • Figure 80: Proportion of online conversation around Google and tax, April 2011 – April 2016
                                                                                    • Scrutiny on Amazon has Limited Impact

                                                                                      • Amazon comes under scrutiny but satisfaction stays largely the same
                                                                                        • Figure 81: Positive endorsement, good and excellent reviews of Amazon, March 2012 – December 2015
                                                                                    • The Co-operative Troubles

                                                                                      • Confidence in banking sector growing, but fragile
                                                                                        • Figure 82: Customer satisfaction, good and excellent reviews for The Co-operative Bank, July 2012 – December 2016
                                                                                      • Banking sector different to retailers
                                                                                        • Problems from The Co-operative Bank reflect onto retail arm
                                                                                          • Figure 83: Customer satisfaction, good and excellent reviews of The Co-operative retailer, December 2011 – August 2015
                                                                                        • The Co-operative under pressure from discounters
                                                                                        • Volkswagen – Aftermath of Emissions Scandal

                                                                                          • Volkswagen emissions scandal makes headline news
                                                                                            • Figure 84: Proportion of online conversation around Volkswagen, April 2011 – April 2016
                                                                                          • Volkswagen brand image heavily affected by scandal
                                                                                            • Figure 85: Brand perceptions of Volkswagen, December 2014 and November 2015
                                                                                          • Scandal also impacts on the way customers feel
                                                                                            • Figure 86: Volkswagen customer satisfaction, February 2014 – November 2015
                                                                                        • Australian Nurofen Case Affects UK Prospects

                                                                                          • Nurofen products pulled from shelves in Australia
                                                                                            • Figure 87: Proportion of internet conversation around Nurofen, April 2011 – April 2016
                                                                                          • Nurofen usage slides
                                                                                            • Figure 88: Key metrics of Nurofen, January 2013 – January 2015
                                                                                          • Customer satisfaction also falling
                                                                                            • Figure 89: Customer satisfaction, good and excellent reviews of Nurofen, January 2013 – January 2016
                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                            • Abbreviations
                                                                                            • Appendix – Key Driver Analysis

                                                                                              • Methodology
                                                                                              • Appendix – Brands Covered

                                                                                                Companies Covered

                                                                                                To learn more about the companies covered in this report please contact us.

                                                                                                Customer Satisfaction and Brands - UK - May 2016

                                                                                                £2,195.00 (Excl.Tax)