Amazon remains the world's most trusted retailer despite widespread criticism of its tax affairs in the UK and labour disputes in Germany.
The internet giant topped a poll of 30,000 shoppers across nine countries according to the research by OC&C, unveiled at the World Retail Congress in Paris this week. But OC&C said that its crown has 'very much slipped'.
Consumers were asked to rank nearly 600 retailers on a range of factors such as trust, value for money, service, product, and multichannel capability.
Amazon retained the top spot despite losing trust in both Germany, where it has faced a series of strikes, and the UK, where it has faced pressure over its tax affairs. Its overall score dropped 4.3 per cent to 88.6 per cent.
Amazon is not the only retailer to face trust challenges in 2013 according to the report. It found Tesco’s reputation had suffered from the horsemeat scandal, and in the US Zappos, which was hit by a scandal after it lost customer data, and Neiman Marcus, who was embroiled in criticism over its use of real fur in artificial fur products, were big casualties.
'Trust has historically proven to be the most important factor in driving overall consumer perception of a retailer and has long been a core strength of Amazon’s across multiple markets,' said OC&C.
'Amazon’s recent experience in Germany shows how fragile trust can be and the impact it can have across consumer perceptions of a whole proposition,' said OC&C, who carried out the survey for the fourth time. Amazon won for the second time.
Amazon was still ranked top for its wide choice of products and value for money. Primark was ranked highest for low prices and John Lewis for customer service.
No comments:
Post a Comment