2017 Research

Dataset: 2017 Temkin Forgiveness Ratings (U.S.)

April 2017

Every organization makes some mistakes, so an important area of loyalty is the willingness of customers to forgive them. That’s why Temkin Group has been measuring forgiveness for seven years.

The 2017 Temkin Forgiveness Ratings rates 329 companies across 20 industries based on a study of 10,000 U.S. consumers. This product is the dataset, in excel, for the 2017 Temkin Forgiveness Ratings (TFR). It includes data for all 329 companies and 20 industries, the changes in TFR between 2016 and 2017, and the difference in TFR across age groups for each industry.

Advantage Rent-A-CarACE Rent A Car, Navy Federal Credit Union, Fujitsu, Fox Rent A Car, AmazonFresh, Rent-a-Wreck, Alabama Power Company, Fairfield Inn, and USAA earned the top 10 spots.

At the other end of the spectrum, consumers are least likely to forgive Comcast, Time Warner Cable, Cox Communications, Anthem, Aetna, Cablevision, Travelers, Citigroup, Fifth Third, Bright House Networks, Spirit Airlines, and Dish Network.

Additional highlights of the 2017 Temkin Forgiveness Ratings:

  • Supermarkets and auto dealers earned the highest average ratings, while TV/Internet service providers and TV service providers, health plans, and wireless carriers earnedthe lowest ratings.
  • Navy Federal Credit Union, Advantage Rent-A-Car, ACE Rent A Car, Fujitsu, Fox Rent A Car, USAA (for banking, credit cards, and insurance), Rent-a-Wreck, and Alabama Power Company earned ratings that are more than 20 points above their industry averages.
  • Spirit Airlines, Avis, Lyft, Commonwealth Edison, Starz, Pacific Gas and Electric Company, and SiriusXM earned scores that are 15 or more points below their industry averages.
  • Fujitsu, Motel 6, Gateway, GM, Advantage Rent-A-Car, Health Net, MetLife, Fox Rent A Car, HSBC, ACE Rent A Car, Activision, and Ameren Illinois Company improved the most between 2016 and 2017.
  • Domino’s, Avis, RadioShack, Fifth Third, ShopRite, Aetna, Ace Hardware, and JCPenney declined the most between 2016 and 2017.



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