Why Loyalty Matters in the US Economy

New York, NY – Loyalty Day was established on May 1, 1921 as a special day for reaffirming loyalty to the United States and recognizing the heritage of American freedom, but the fight for the loyal hearts and minds of its citizens, customers, and workers continues every hour of the day in the United States. To assess loyalty in America today, a new poll released by the Ipsos Loyalty Group appears to reaffirm the country's core principles and the spirit of what Loyalty Day is all about. Timothy Keiningham, PhD, Global Chief Strategy Officer and EVP of Ipsos Loyalty, and co-author of the book Why Loyalty Matters, created the survey. When asked to consider 29 different categories of people, organizations, products, and services with which they are likely to interact and determine whether the actions of those entities over the last two years have made them more or less loyal to them, their country--the United States of America--tops the list in terms of increasing their loyalty: 70% of

Americans today claim to be more loyal to their country than they were two years ago.

Following that, it's their "spouse, partner, or significant other" (64%), their "family doctor" (58%), the "brand of car" they currently drive (56%), a restaurant they frequent (56%), a music station on the radio they listen to frequently (55%), their religious faith (54%) and where they get their news from on TV (54%) that garner the most increased loyalty. In the consumer marketplace, the majority (54%) of Americans believe that most firms today do a poor job of adequately recognizing and rewarding loyal consumers. Furthermore, Americans are divided on whether most organizations nowadays do a good job of encouraging loyalty and strengthening customer relationships: 49% agree, 51% disagree, but seven in ten (67%) Americans acknowledge that it is more difficult to be loyal today than it was in the past because they have so many other options. And, when asked to rank the top three listed actions an organization might take to encourage them to remain loyal to their products or services--that would most appeal to them in terms of helping win or keep their loyalty--it's the greenback that takes first place--31% say giving them instant cash awards at the checkout counter is best,

followed by having a live person answer the phone when they call their store or customer service center (24%).

and, oddly, doing nothing differentsimply continuing making wonderful products and not raising prices (22%). However, while customers say "show me the money" at the checkout counter, this is not the case in most workplaces today, as employer loyalty overcomes the economic incentive to switch jobs. Despite a difficult economy and job insecurity, loyalty appears to be having a potentially positive impact on employers: a majority of employees (55%) say they would stay with their current employer even if they were offered a 10% raise at another company. These are some of the findings from a Thomson Reuters/Ipsos poll conducted March 2–March 3, 2010. For this study, a national sample of 1,014 participants aged 18 and above from Ipsos' U.S. online panel were questioned online. Weighting was then used to balance demographics and guarantee that the sample's composition reflected that of the adult population in the United States, as measured by Census data, and to deliver findings that approximated the sample universe.

A survey with an unweighted probability sample of this size and a 100% response rate has an estimated margin of error of +/- 3.1 percentage points.

19 times out of 20, the findings would have been the same if the whole adult population of the United States had been polled. Other sources of inaccuracy, such as coverage and measurement error, may affect all sample surveys and polls. Loyalty is important: My country belongs to you... Loyalty is defined as "accepting the bonds that our relationships with others entail and acting in a way that defends and reinforces the attachment inherent in those relationships," and when it comes to being loyal today, Americans indicate that their country--the United States of America--tops a list of people, organizations, products, and services with whom they likely have a relationship and to whom they are more loyal now than two years ago. In fact, 70% of Americans say they are now more loyal to their country than they were two years ago -- and this compares to the next categories on the list: being more loyal today to their "spouse, partner, or significant other" (64%), their "family doctor" (58%), the "brand of car" they currently drive (56%), a restaurant they go to frequently (56%), a music station on the radio they tune in to frequently (55%), their religious faith (54%), and where they get their

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