A new study by Parks Associates finds customer satisfaction and brand loyalty to home networking equipment are related directly to ease of installation and operation. The study finds that satisfaction declines sharply, as much as 25 percent, if a customer is required to make two or more service calls to install and operate home network equipment.
“Brand loyalty is directly related to initial satisfaction with a home networking product, so home networking players must reduce complexity if they hope to maintain a positive relationship with their customers,” said Kurt Scherf, vice president and principal analyst at Parks Associates, in a statement.
The findings consist of surveys conducted during the past 12 months among households with a data network.
