Costco Has One of the Best Reputations in 2013

March 19th, 2013 · 1 Comment

For those of you that are avid Costco shoppers, it probably won’t come as a big surprise to you that Costco has one of the best reputations across corporations in the US.  Costco always fairs quite well in the  reputation and customer satisfaction surveys, and this latest one by Harris Interactive is no different.

In the 14th Annual Harris Poll Reputation Quotient Costco was one of the top ten companies with the best reputations. Harris surveys stakeholders to determine their perceptions of the company across 20 different attributes based on Harris’ six dimensions of reputation:  Products & Services, Financial Performance, Workplace Environment, Social Responsibility, Vision & Leadership, and Emotional Appeal.   Harris carried out its 14th Annual survey in November 2012 and interviewed more than 14,000 people to come up with their list of companies with the best reputations in the US.

Amazon and Apple take first and second place, and apparently have for a number of years with reputation quotients of 82.62 and 82.54 respectively.  This year Costco rated a reputation score of 77.95, up 1.23 from last year and moved up the list from number 19 to number 10.  Here is the list of the top 15 companies on the list along with their reputation quotient(notice that Costco is the only retailer in the bunch):

  1., 82.62
  2. Apple, 82.54
  3. The Walt Disney Company, 82.12
  4. Google, 81.32
  5. Johnson & Johnson, 80.95
  6. The Coca-Cola Company, 80.39
  7. Whole Foods Market, 78.65
  8. Sony, 78.29
  9. Procter & Gamble Co., 77.98
  10. Costco, 77.95
  11. Samsung, 77.70
  12. Kraft Foods, 77.46
  13. USAA, 77.39
  14. Nike, 77.24
  15. Microsoft, 76.46

Costco’s competition comes way down the list with Target the closest retailer on the list at number 22 with an RQ of 74.82 and Walmart is way, way down the list at number 40 with an RQ of 66.03.  But what sets apart great companies?  What does make Costco so much better than a company like Walmart?  Here are some of the defining characteristics of the most admired companies in 2013:

  • Outperforms competition
  • Admire and respect
  • Trust the company
  • Plays a valuable social role
  • Good company to work for
  • Good feeling about the company

I guess if you look at that list it is pretty easy to see how Costco, and a lot of other companies, can outshine a company like Walmart.

The report makes for interesting reading as it talks about how reputations have changed from previous years and how that ties in to the current economic situation in the country.  The really sad news for all of us consumers (and companies too), is that the number of really great companies (those with a reputation score of 80 or greater) has fallen in the last few years.  In 2011 there were a whopping 16 companies with great reputations, but in 2012 that fell to just 8 companies.  And this year, it is down to a measly 6 companies that are great.   So, that’s not a great change, is it?  You can read the entire report online at the Harris Interactive website.

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1 Response so far ↓

  1. 1 Cathy // 2013.03.19 at 11:15 am

    I recently got my new GS3 from Costco and though the kiosk is a 3rd party, they are held to the same standards as Costco! Costco holds them accountable for treating members professionally and with great customer service! I would never go anywhere else for my phones!

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