Apple places 5th on corporate reputation poll, Samsung drops 42 spots
Apple is the fifth most reputable company in the United States, with the results of an annual poll into the public perception of a company putting the iPhone producer ahead of Disney, Google, Tesla, and Netflix in the rankings.
The Reputation Quotient Ratings from Harris Poll is a list of what the firm calls the "100 most visible companies" in the U.S. Apple's fifth-place ranking scores it as the second most favorable technology company on the list, with Amazon taking the top spot ahead of the Wegmans and Publix Super Markets chains, and Johnson & Johnson.
Apple's score of 82.07 on the RQ scale is said to be excellent, and is just 4.2 points behind Amazon's top place. While favorable, the score is down from the 83.03 Apple received in 2016, which placed Apple in second behind Amazon's 83.96 for that year's poll.
Google's 82.00 rating put it in eighth place, narrowly beating the ninth-place Tesla with 81.70, while Netflix (18th, 79.86) and Microsoft (20th, 79.29) are the only other major tech entities in the top 25. In lower places are Hewlett Packard (29), IBM (40), eBay (41), Sony (42), Dell (60), and Facebook (56).
One notable difference between last year and this year is Samsung's placement, dropping from seventh in 2016 down to 49th place in 2017. The lower score, decreased from 80.44 to 75.17, may have been an effect of the Note 7 battery recall, though "illegal actions by corporate leaders," such as the South Korean scandal that led to the arrest of Samsung chief Jay Y. Lee, are said by the pollsters to be a greater risk to a company's reputation.
Harris Poll conducted the survey from November 29 to December 16 of this year, surveying over 23,000 U.S. respondents about companies named in an earlier preliminary poll. Each respondent of the second poll were asked to rate two companies they were "very" or "somewhat" familiar with, meaning each company in the list was rated by approximately 300 adults.
Participants were asked to score reputations on 20 different attributes, covering the emotional appeal, social responsibility, products and services, financial performance, vision and leadership, and workplace environment for each company.
The Reputation Quotient Ratings from Harris Poll is a list of what the firm calls the "100 most visible companies" in the U.S. Apple's fifth-place ranking scores it as the second most favorable technology company on the list, with Amazon taking the top spot ahead of the Wegmans and Publix Super Markets chains, and Johnson & Johnson.
Apple's score of 82.07 on the RQ scale is said to be excellent, and is just 4.2 points behind Amazon's top place. While favorable, the score is down from the 83.03 Apple received in 2016, which placed Apple in second behind Amazon's 83.96 for that year's poll.
Google's 82.00 rating put it in eighth place, narrowly beating the ninth-place Tesla with 81.70, while Netflix (18th, 79.86) and Microsoft (20th, 79.29) are the only other major tech entities in the top 25. In lower places are Hewlett Packard (29), IBM (40), eBay (41), Sony (42), Dell (60), and Facebook (56).
One notable difference between last year and this year is Samsung's placement, dropping from seventh in 2016 down to 49th place in 2017. The lower score, decreased from 80.44 to 75.17, may have been an effect of the Note 7 battery recall, though "illegal actions by corporate leaders," such as the South Korean scandal that led to the arrest of Samsung chief Jay Y. Lee, are said by the pollsters to be a greater risk to a company's reputation.
Harris Poll conducted the survey from November 29 to December 16 of this year, surveying over 23,000 U.S. respondents about companies named in an earlier preliminary poll. Each respondent of the second poll were asked to rate two companies they were "very" or "somewhat" familiar with, meaning each company in the list was rated by approximately 300 adults.
Participants were asked to score reputations on 20 different attributes, covering the emotional appeal, social responsibility, products and services, financial performance, vision and leadership, and workplace environment for each company.
Comments
UPS? That's how it gets there. USPS how it gets lost...
Costco? How we buy more to shop less.
Apple? It just works. Under Armor? Good Q, simple style, decent price.
Anyone see a theme?
USAA is great, by the way. It may be the one instance where people benefit from having a "middle man". If you ever had to call Amex directly you know what I'm talking about... It's why I switched to USAA.
That is because Apple has screwed up the introduction of 2 Factor Authentication. It is a great idea, but sucking customers into it "by default" with no explanation that a SECOND trusted device is required is a major blunder, and then a week or so of account recovery....
Apple no longer understands it customer base of TODAY---many don't have a computer, and sort of don't know what one is. FURTHER, the iphone is not really an independent device; some problems that it might have, maybe customer caused, REQUIRE access to a computer. Apple of course knows this, but doesn't tell customers this.
Apple's cust are no longer only techno nerds.