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Reebok, Pepsi Surge In Customer Satisfaction Survey

  • Ad Age, Thursday, November 16, 2006 11:15 AM
Nike beat Reebok and Pepsi pushed farther ahead of Coke in the quarterly Customer Satisfaction Index conducted by the University of Michigan's National Quality Research Center. Of the 38 named companies in the survey, Sara Lee, Kellogg, Pepsi and Reebok showed the most year-over-year gain in their scores--each up between 4% and 5%.

Over the past decade, market share leader Nike and Reebok have never been separated by more than two points. But price increases likely eroded consumer satisfaction across the entire industry last year, says the center's director Claes Fornell--improving customers' perception of Reebok's value for the money, compared to the competition.

In the soft-drink category, Pepsi's rating improved 5% to 86--its second-highest score--while Coke fell 2.4% to 82, its second-lowest score. That's the largest gap ever between the two brands.

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