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PUBLIC RELATIONSHIPS INDEX STUDY 2018

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, Canadians seem happiest with small rewards such as free movies and groceries rather than saving up for dream vacations.

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

Scene

70%

Scotiabank Scene

PC

69%

Pc Optimum

Miles

67%

Air Miles & RBC Avion

TD

66%

TD Rewards

Aeroplan

64%

Aeroplan

The Argyle Public Relationships Index™ is based on a survey of more than 1,500 Canadians, completed in two waves between January 22-25, and February 12-15, 2018, using Leger’s online panel, LegerWeb. The margin of error for the study was +/-2.5%, 19 times out of 20. Leger’s online panel has approximately 400,000 members nationally and has a retention rate of 90%.

Thinking of the loyalty program you use the most, to what extent do you agree or disagree with each of the following statements:

I trust my loyalty program

Top loyalty programs

1. PC Optimum

2. Scotiabank Scene

3. RBC Avion

76%

Industry average

I believe that I can influence the decisions or direction of my loyalty program

Top loyalty programs

1. Scotiabank Scene

2. RBC Avion

3. TD Rewards

41%

Industry average

I believe my loyalty program is committed to meeting my expectations

Top loyalty programs

1. PC Optimum

2. RBC Avion

3. Scotiabank Scene / TD Rewards (tie)

70%

Industry average

I am satisfied with my loyalty program

Top loyalty programs

1. PC Optimum

2. Scotiabank Scene

3. Air Miles

79%

Industry average

My loyalty program is concerned about people like me

Top loyalty programs

1. Scotiabank Scene

2. TD Rewards

3. Air Miles

60%

Industry average

My loyalty program takes care of people who are likely to do business with them

Top loyalty programs

1. Scotiabank Scene

2. PC Optimum

3. Air Miles

73%

Industry average

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