Customer satisfaction fails to ensure ISP brand loyalty

A recent survey has revealed while most consumers are satisfied with the price and efficiency of their ISP, 70 per cent would consider changing providers.

According to Gus Beard from, which conducted the survey, “people have little or no loyalty to ISPs and brand name means nothing at all”.

“Price is not a major factor but billing and customer service is,” he said.

Of the 1827 people surveyed, none was using ADSL. Some 1295 used a dial-up modem, while 134 used cable. The highest proportion of respondents were with Telstra (registering 383 members) and Optus (registering 245 members). Other ISPs represented in the survey included Dodo, OzEmail and Froggy. Most respondents were paying between $23 to $25 per month.

Of those surveyed, 83 per cent said they were satisfied or partially satisfied with the price they pay.

Over 50 per cent of respondents expected more than just Internet connectivity from their ISP. The most requested services included mobile telephones (474 requests), computer hardware (165 requests), e-mail (193 requests), Web hosting (60 requests) and domain registration (53 requests).

With such diverse services required, “people don't value their personal e-mail address as much as they did”, Beard said.

“They don't mind chopping and changing providers… it's also very easy to change from one provider to another.”

The survey, which closed on 31 September, was aimed at finding out which ISP services a consumer expects and how much they expect to pay. The survey was carried out for a client of which intends to launch a new ISP for dial-up and ADSL Internet connection, according to Beard.

Respondents who registered by providing basic demographic details were eligible to win cash prizes.

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Emma O'Neill

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