- Centurion Member
- Posts: 875
- Joined: Thu Apr 30, 2009 2:32 pm
- Location: Texas
Amex tends to do well in customer satisfaction surveys because people perceive their cards to be "premium" thanks to Amex branding and advertising. Many of their cards come with annual fee. Dissatisfied customers have a choice of nursing the hurt of having paid a fee for something they're not happy with or altering their perception of their experience (subconsciously) to one that is more positive. I suspect the majority do the latter.
Many Discover cardholders likely could be described as idealists, or at least those who see themselves following their own path. Discover is the least "mainstream" of the major cards. People who choose to use this card and then have a bad experience likely would experience more dissonance than someone who just chose any old card. Again, they're likely to subconsciously alter their negative perception of the card to one that's more positive in order to avoid this dissonance.
Bank cards. People hate the banks (not me, really, other people). They're likely to find fault readily with even small issues and hold on to them. Visa and MC don't have the well defined brand images that Amex and Discover have. Does one appear to have more affluent customers, more adventurous customers, than the other? I don't think so. People don't have an emotional investment in the brands because of this.
American Express: Blue Cash Preferred (groceries, 6%; gas, department store, 3%); Gold Delta SkyMiles (Delta Air Lines, 2 miles/dollar, free checked bag).
US Bank: Cash+ (utilities, phone, internet, restaurant, 5%; drugstores, 2%).
FIA Card Services: Fidelity Amex (everything, 2%); Fidelity Visa (everything, 1.5%).
Chase: Freedom (rotating, 5%); Amazon (Amazon.com, 3%); PriorityClub (IHG hotels, 5 points/dollar); Sapphire (not in use).
*All cards are registered with PriorityClub IDine program for 8 points/dollar at participating restaurants.