QualtricsXMInstitute：2024年消费者满意度和忠诚度调查报告_36页_846kb

Overview

This report summarizes the 2023 Global Consumer Study by Qualtrics XM Institute, which surveyed over 28,000 consumers across 26 countries and 20 industries to evaluate satisfaction, trust, recommendation, and repurchase likelihood. The study highlights key trends from 2022 to 2023, showing slight decreases in overall satisfaction but increases in loyalty and repurchase likelihood.

Key Findings

• Global consumer satisfaction decreased by 0.6 percentage points, with notable variations: Argentina and Singapore saw the largest improvements (+5.2 percentage points), while Thailand experienced a significant drop (-11 percentage points). Indonesia had the highest satisfaction rates, while Japan reported the lowest.
• Consumer loyalty showed strength, with increases in trust (+1.5 percentage points overall) and recommendation (+1.9 percentage points). Airlines demonstrated the most substantial gains in trust (+4.0 points) and advocacy (+3.5 points).
• Repurchase likelihood increased across all 20 industries, with banks (+4.3 points) and airlines recording the largest jumps. Electronics and auto dealers showed minimal improvement.
• Year-over-year changes were influenced by country-specific and industry-specific factors, highlighting resilience in some areas and challenges in others.

Country and Industry Variations

• Regional differences in satisfaction and loyalty were evident, with Italy and the UAE showing contrasting trends in various sectors. Industries like public utilities and supermarkets saw higher satisfaction growth, while electronics and auto dealers lagged.
• Consumer behavior by country revealed, for example, Japanese consumers' low satisfaction across multiple industries and Emiratis' high likelihood to repurchase, emphasizing the need for tailored strategies based on cultural and regional insights.

Conclusions

The study underscores that while overall satisfaction slightly declined, loyalty and repurchase intent strengthened, particularly in sectors like airlines and banking. Understanding regional and industry-specific trends can help organizations enhance customer experiences and build stronger relationships.