While it was certainly a coup for AT&T to get the exclusive rights to the Apple iPhone, the agreement hasn't been entirely positive for wireless giant. Consumers who flocked to AT&T to use the iPhone were disappointed with the quality of service, according to new findings from YouGov's BrandIndex.
AT&T's perception among adults over the age of 18 has steadily eroded throughout the summer, while Verizon Wireless has remained the same, per an online poll of 5,000 consumers.
Consumers were asked to rate quality, value, satisfaction, recommendation, reputation and impression to generate an overall index score. Thanks to drops in quality ranking ("Is it high quality or low quality?") and ranking for whether or not one would recommend the service ("Would you recommend the brand to a friend?"), AT&T's index score fell to 14.6 as of Sept. 10. This was down from 18.3 on June 16 and is considered a substantial drop for this type of index, per YouGov.
"For AT&T, it's beginning to look for a case of 'be careful what you wish for' with its overloaded network and dropped calls," said BrandIndex senior vice president Ted Marzilli. "While there are no other options for iPhone users, Blackberry's new ultracompetitive products and two-for-one deals at Verizon Wireless may make both Apple and AT&T vulnerable to 'iPhone flown.'"
Verizon Wireless' index score on Sept. 10th was 21.2 which is consistent with its rankings throughout the year.
AT&T rep Jenny Bridges said the survey is off base. "We continue to have low churn rates, which can be attributed to the fact that our customers are pleased with the services we're providing them...We care about the experience customers have with AT&T. That's why we continue to invest billions of dollars a year in making network improvements, including the continued launch of our 3G wireless services in markets across the U.S. and the launch of HSPA 7.2 in six major markets by the end of this year."