According to one survey, T-Mobile US has the most loyal customers, AT&T and Verizon are about average and Sprint lags, where “loyalty” is defined as a consumer’s refusal to switch providers.
“Loyalty” is tough, for most consumer products, in part because price always matters, and there are likely few consumers who would not make a switch for a significant price savings, all other things being roughly equal, no matter what they might indicate on surveys.
That is likely even more an issue for “intangible” products, compared to a few physical products with relatively high personal involvement (some smartphones, some vehicles, some clothing, most cosmetics).
Still, loyalty rates for mobile service providers do not seem too different, in most cases, from consumer loyalty rates for most products, which tends to range from 12 percent to 15 percent, and where 80 percent of customers say they would switch providers “within a week” in the case of poor customer service.
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