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PUBLIC RELATIONSHIPS INDEX STUDY 2017

The Argyle Public Relationships Index™, conducted in partnership with Leger Research Intelligence, measures six research-tested metrics of the quality of relationships between brands and their publics: trust, satisfaction, commitment, caring for customers, concern for people, and the public’s ability to influence of the brand. The index averages public ratings of how the brand they know best in each sector performs on the six dimensions.

In this year’s study, banks, credit card companies and airlines did surprisingly well, compared with the more average scores for insurance, telephone, cable and internet providers. The greatest surprise is that despite Canadians’ passion for sports, we don’t feel the nation’s professional franchises are returning this love by building strong relationships with their fans

The percentages below represent an aggregate of responses to the six research-tested questions.

Big Five Banks

RBC

70%

RBC Royal Bank

BMO

69%

BMO Bank Of Montreal

TD

66%

TD Canada Trust

Scotia

65%

Scotiabank

CIBC

61%

CIBC

Other Banks and Credit Card Companies

Tangerine

75%

Tangerine

Interac

73%

Interac

PC

73%

PC Choice Financial

NBC

71%

National Bank of Canada

VISA

66%

VISA

Mastercard

65%

Mastercard

Capital

65%

Capital One Canada

The index is based on a survey of more than 1,500 Canadians completed online in two waves — the first in May 2016, and the second in January 2017. A probability sample of the same size would yield a margin of error of +/-2.5%, 19 times out of 20. Leger’s online panel has approximately 475,000 members nationally – with between 10,000 and 20,000 new members added each month, and has a retention rate of 90%

Thinking of the bank or credit card company you use the most, to what extent do you agree or disagree with each of the following:

Big Five Banks

I trust my bank or credit card company

Top 3 bank or credit card companies

1. BMO Bank of Montreal

2. RBC Royal Bank

3. TD Canada Trust

80%

Industry average

I believe that I can influence the decisions or direction of my bank or credit card company

Top 3 bank or credit card companies

1. TD Canada Trust

2. RBC Royal Bank

3. BMO Bank of Montreal

35%

Industry average

I believe my bank or credit card company is committed to meeting my expectations

Top 3 bank or credit card companies

1. RBC Royal Bank

2. Scotiabank

3. CIBC

71%

Industry average

I am satisfied with my bank or credit card company

Top 3 bank or credit card companies

1. RBC Royal Bank

2. BMO Bank of Montreal

3. Scotiabank

83%

Industry average

My bank or credit card company is concerned about people like me

Top 3 bank or credit card companies

1. RBC Royal Bank

2. BMO Bank of Montreal

3. TD Canada Trust

62%

Industry average

My bank or credit card company takes care of people who are likely to do business with them

Top 3 bank or credit card companies

1. BMO Bank of Montreal

2. RBC Royal Bank

3. Scotiabank

76%

Industry average

Other Banks and Credit Card Companies

I trust my bank or credit card company

Top 3 bank or credit card companies

1. National Bank of Canada

2. President’s Choice Financial

3. Tangerine

80%

Industry average

I believe that I can influence the decisions or direction of my bank or credit card company

Top 3 bank or credit card companies

1. Tangerine

2. Interac

3. Visa

35%

Industry average

I believe my bank or credit card company is committed to meeting my expectations

Top 3 bank or credit card companies

1. Tangerine

2. Interac

3. Mastercard

71%

Industry average

I am satisfied with my bank or credit card company

Top 3 bank or credit card companies

1. National Bank of Canada

2. Capital One Canada

3. President’s Choice Financial

83%

Industry average

My bank or credit card company is concerned about people like me

Top 3 bank or credit card companies

1. National Bank of Canada

2. Tangerine

3. President’s Choice Financial

62%

Industry average

My bank or credit card company takes care of people who are likely to do business with them

Top 3 bank or credit card companies

1. Tangerine

2. National Bank of Canada

3. Capital One Canada

76%

Industry average

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