Amazon Achieves High Consumer Ratings, Ranks First In Emotional Appeal

Amazon.com's consumer ratings have increased significantly, moving them from 8th to 4th in the ranking of brands with the best reputations among the American public. It is now outranked only by Apple, again at number one, followed by Google and Coca-Cola.

These statistics are according to a recent Harris Poll Reputation Quotient (RQ) study, an "assessment tool that captures perceptions of corporate reputations." Over the past 13 years, the poll has based its measurements of customer satisfaction on six categories: Social Responsibility, Emotional Appeal, Financial Performance, Products & Services, Vision & Leadership and Workplace Environment.

Amazon was the highest ranked company of all for Emotional Appeal -- perhaps surprising given how little personal customer engagement they engage in.

The emotional appeal of Amazon may also come as a surprise to bookstores across the country who recently have tried to start a movement boycotting the company. The opposition was in part a response to the online bookseller's price check app, which allows users to scan items in brick-and-mortar stores and compare the cost with their own.

It may also come as a surprise to the Authors Guild, an advocate for writers' interests, who today published a blogpost slamming Amazon's anti-competitive practices.

Despite this, the survey reports that consumers believe Amazon exhibits "supportive behavior." 46% of Americans would "definitely" recommend investing in Amazon stock, and 71% would "definitely" use their services in the future.

It seems that the anti-Amazon movement has a long way to go for its message to gain traction with the majority of American consumers.

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Comments

[sandrita mason]

01:43 PM on 02/21/2012

Folks are loyal to Amazon because they treat the customer right. When you order something from Amazon, not only is the price competitive, but the item is what's advertised and delivered in a timely manner. If an Amazon vendor doesn't adhere to those standards, feedback from customers will make Amazon cut the vendor loose.

[marthawnelson]

01:36 PM on 02/21/2012

Fell in love with Amazon twenty years ago. Never strayed, never separated. Happily ever after, I say. Amazon is the best.

[eilish]

10:24 PM on 02/19/2012

I started buying books from Amazon when that was all they sold, probably one of the first customers. Their prices are and always were better, delivery fast, guarantee good and I could resell them after I read them and get back some of my money to buy more.

That habit has grown into checking out Amazon for buying just about everything (partly because I lived in a very rural area). Same thing applies, good quality, good prices, good guarantees. Me n' Jeff oughtta be buds.

[katmagendie]

02:13 PM on 02/20/2012

I live in a small town in the mountains, and have used Amazon more since moving here than ever before. I've never had a complaint. I buy books from bookstores and Amazon, but recently purchased a Kindle to also purchase ebooks. As well, my own novels sell on Amazon better than in bookstores-and my publishers say they are great to work with. So . . . yeah :-D

[ChelleAgain]

03:13 AM on 02/19/2012

I've been in a serious relationship with Amazon for years now -- I suspect, however, that it sees other people.

[katmagendie]

02:10 PM on 02/20/2012

:-D

[Bruce Forbes]

11:44 PM on 02/18/2012

I love Amazon. I can satisfy a book whim with a few keystrokes and mouse clicks. I also can diabetic supplies from Amazon cheaper than anywhere else.

[DeanAdams]

01:17 PM on 02/17/2012

Don't support WalMartazon. They are destroying America.

[MrWhite2]

01:09 PM on 02/17/2012

"...perhaps surprising given how little personal customer engagement they engage in."

I have to disagree with this statement. We purchased a 46" 3D Panasonic Plasma T.V. from Amazon last year and it arrived with a shattered screen. They sent out a new T.V. before the broken one shipped back to their warehouse. There was zero hassle in getting it replaced and the returns reps. where all very apologetic about the broken equipment.

When I have bought directly from Amazon I have had nothing but good experiences, why on earth would I want to go to Walmart or Best Buy? I don't know why these reporters are so surprised.

[dtwrites]

12:44 PM on 02/17/2012

Amazon offers an incredibly broad range of products and their products ship/arrive in good shape and time. I think those are two huge winning points for them. Also, so many people have purchased products from them that consumer trust in Amazon is very high.

I still remember those early years when they posted banner ads all over the web. It paid off hugely!

Denise
http://www.writemoneyinc.com

[Dallas Dunlap]

09:21 AM on 02/17/2012

I just looked at the Author's Guild post. Their complaint about the proprietary Kindle format is pretty much shredded by the existence of Calibre software which allows you to download a (nonDRM) ebook from anywhere and change the format so you can read it on your e reader.
Predatory pricing ? Meh. Are retailers allowed to have loss leaders?
Bottom line: I can be sitting here thinking about a book or other product then, in a fit of motivation, go to Amazon and buy with one click. Like magic, it appears at my door in a couple of days. No plodding through a store or standing in line at one of the few open registers.
With ebooks, gratification is even more immediate. Buy with one click and start reading two minutes later.
And I've been able to find books on Kindle that I have never been able to find at bookstores or libraries.
As an independent author, I've been able to publish for Kindle as well.
What's not to like about Amazon?

[pig]

09:16 AM on 02/17/2012

The absolute best way to shop :) Enjoy it now BEFORE THE GOV AND STATES GET THIER GREEDY GRUBBIE HANDS ON IT

[LeftFoLyfe]

08:40 AM on 02/17/2012

I'm still trying to figure out why they have a "discussion forum" dedicated to whether the President is a U.S. citizen or not.

[PetitStarr]

04:48 AM on 02/17/2012

I think Amazon is pretty good and reliable that's why I Love to Amazon .I'm in love with Amazon for a good reason...,but I didn't buy a Kindle though....don't know if I'd really use it- since my favorite pastime is sleeping.....

[Post31]

01:25 AM on 02/17/2012

Remember before Walmart became the monster it is now there was a
anti-Walmart movement that did nothing. Funny how history repeats itself.

[Francien]

12:05 AM on 02/17/2012

Hi, I'm just wandering if and when Amazon is coming to Europe. There are a lot of transactions by internet. I read a blog from an unknown source, maybe it was a legitimate Amazon blog, that they are coming to Holland. Does anybody know? Please some information. I know that Bol.com is doing well here in Holland. Will the Dutch enterprises allow Amazon to enter the market with a company-plant somewhere in the dry area's of our small country? Please some information! Crisis? What Crisis?
Greatings Francien Blume.

[YeWight]

04:30 AM on 02/17/2012

Amazon had been in Europe for ages. You got UK, FR, DE amazon sites.

[jcvd]

10:40 PM on 02/16/2012

I use Amazon to buy diapers. With the Subscribe and Save and Amazon Mom (unfortunate name since I'm a dad) programs, I get a box of 204 Luv's size 4 for $26 plus free shipping. It's awesome.

Plus, their customer service is great. Not everything I've bought from them has been great. One of the downsides of online shopping is you can't see the product. But they've resolved every single issue I've ever had quickly and painlessly.