n The Retail and Marketing Review - The Touch-Feely Consumer : opinion

Volume 10, Issue 2
  • ISSN :



Summary based on Sarina de Beer's market opinion based on Ask Afrika Orange Index®.

Service levels are up, but that does not necessarily mean customers are more loyal to brands. This is according to Sarina de Beer, managing director at Ask Afrika, South Africa's largest independent market research company. In the Ask Afrika Orange Index® survey, which evaluates company and government department performance through national benchmarks on service excellence, 155 companies from 32 industries were measured this year. Overall, service has improved by 1.7%. The companies that did extremely well fulfilled most of the needs that consumers value from a service perspective.

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