That’s not much of an outlier, though—78% of respondents to the Morning Consult survey also said having good interactions with customer service teams was a factor in their brand loyalty.
Both surveys also found similar reasons for customers to stop being loyal to a brand. In a word: decline.
Just over half of respondents polled by Criteo said some combination of declining quality, increasing prices and overall declining value had turned them off of brands in the past, making it the No. 1 response, ahead of simply finding a better alternative.
When Morning Consult asked respondents what their primary reason for abandoning a brand in the past had been, 34% said it was because quality had gone down. The second-place complaint was prices going up, the other half of the value-for-money equation.
Another point of agreement was the relative unimportance of more novel loyalty drivers like sustainability or other forms of ethical alignment with consumers. These were minority concerns in both surveys, and Morning Consult found that result held regardless of income.
Gen Z respondents to the Morning Consult survey were more likely than others to abandon a brand over moral concerns. However, brands should keep an eye on whether that trend takes greater hold as the cohort ages—or whether they become more price- and quality-conscious as “adulting” proceeds.