{"id":2364,"date":"2018-03-15T14:57:56","date_gmt":"2018-03-15T13:57:56","guid":{"rendered":"https:\/\/www.m-q.ch\/?p=2364"},"modified":"2018-03-15T14:57:56","modified_gmt":"2018-03-15T13:57:56","slug":"trusted-brands-ce-que-les-suisses-entendent-par-qualite","status":"publish","type":"post","link":"https:\/\/www.m-q.ch\/fr\/trusted-brands-ce-que-les-suisses-entendent-par-qualite\/","title":{"rendered":"\"Marques de confiance\", ce que les Suisses entendent par qualit\u00e9"},"content":{"rendered":"<figure id=\"attachment_2365\" aria-describedby=\"caption-attachment-2365\" style=\"width: 640px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-2365\" src=\"https:\/\/www.m-q.ch\/wp-content\/uploads\/2018\/03\/Trusted-Brands-was-Schweizer-unter-Qualit\u00e4t-verstehen-mq-management-u-qualiteat.jpg\" alt=\"\" width=\"640\" height=\"411\" srcset=\"https:\/\/www.m-q.ch\/wp-content\/uploads\/2018\/03\/Trusted-Brands-was-Schweizer-unter-Qualit\u00e4t-verstehen-mq-management-u-qualiteat.jpg 640w, https:\/\/www.m-q.ch\/wp-content\/uploads\/2018\/03\/Trusted-Brands-was-Schweizer-unter-Qualit\u00e4t-verstehen-mq-management-u-qualiteat-16x10.jpg 16w, https:\/\/www.m-q.ch\/wp-content\/uploads\/2018\/03\/Trusted-Brands-was-Schweizer-unter-Qualit\u00e4t-verstehen-mq-management-u-qualiteat-273x175.jpg 273w, https:\/\/www.m-q.ch\/wp-content\/uploads\/2018\/03\/Trusted-Brands-was-Schweizer-unter-Qualit\u00e4t-verstehen-mq-management-u-qualiteat-545x350.jpg 545w, https:\/\/www.m-q.ch\/wp-content\/uploads\/2018\/03\/Trusted-Brands-was-Schweizer-unter-Qualit\u00e4t-verstehen-mq-management-u-qualiteat-300x193.jpg 300w, https:\/\/www.m-q.ch\/wp-content\/uploads\/2018\/03\/Trusted-Brands-was-Schweizer-unter-Qualit\u00e4t-verstehen-mq-management-u-qualiteat-624x401.jpg 624w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><figcaption id=\"caption-attachment-2365\" class=\"wp-caption-text\">\"Trusted Brands\" est une \u00e9tude ind\u00e9pendante qui mesure chaque ann\u00e9e depuis 2001 la confiance dans les marques suisses. (Image : photos de d\u00e9p\u00f4t)<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p>Ce que les Suisses entendent par qualit\u00e9 :  Forte utilisation des produits. Comme le montre l'enqu\u00eate \"Trusted Brands 2018\" du Reader's Digest de cette ann\u00e9e, la qualit\u00e9 est la premi\u00e8re raison de la d\u00e9cision d'achat (89 % des r\u00e9ponses).<\/p>\n<p>La qualit\u00e9 garantit \u00e9galement une grande fid\u00e9lit\u00e9 des clients en Suisse. Pour la premi\u00e8re fois, le Reader's Digest s'est pench\u00e9 sur ce que les consommateurs suisses entendent par qualit\u00e9 dans l'enqu\u00eate \"Trusted Brands 2018\". La liste des marques les plus fiables est \u00e9tonnamment coh\u00e9rente.<\/p>\n<p><strong>Les cinq points importants<\/strong><\/p>\n<p>Lorsqu'on les a interrog\u00e9s sur les aspects de la qualit\u00e9 des marques, les participants \u00e0 l'\u00e9tude se sont concentr\u00e9s sur cinq facteurs. En haut de la liste, avec 90 % des r\u00e9ponses, se trouve la dur\u00e9e de vie, suivie par la fiabilit\u00e9 (89 %), la fonctionnalit\u00e9 (74 %), le service (73 %) et la durabilit\u00e9 (71 %). Avec 48 %, le design joue un r\u00f4le beaucoup plus restreint. Le prestige d'une marque est encore plus loin derri\u00e8re, avec 24 %.<\/p>\n<p><strong>Les meilleures performances 2018 en un coup d'\u0153il<\/strong><\/p>\n<p>(par cat\u00e9gories)<\/p>\n<ul>\n<li><em>Boissons non alcoolis\u00e9es Coca-Cola<\/em><\/li>\n<li><em>Automobiles : VW<\/em><\/li>\n<li><em>Banques : Banque Raiffeisen<\/em><\/li>\n<li><em>V\u00eatements :               H&amp;M<\/em><\/li>\n<li><em>Bonbons : Ricola<\/em><\/li>\n<li><em>Appareils m\u00e9nagers : Miele\u00a0\u00a0<\/em><\/li>\n<li><em>Caf\u00e9 : Nespresso<\/em><\/li>\n<li><em>Cosm\u00e9tiques : Nivea<\/em><\/li>\n<li><em>Les compagnies d'assurance maladie :            CSS\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/em><\/li>\n<li><em>Cartes de cr\u00e9dit : Mastercard<\/em><\/li>\n<li><em>Assurance-vie :     Swiss Life<\/em><\/li>\n<li><em>Matelas :                Bico\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/em><\/li>\n<li><em>Rem\u00e8de naturel : Similasan<\/em><\/li>\n<li><em>Opticiens\/marques de lunettes :    Fielmann<\/em><\/li>\n<li><em>Plein air\/Sport : Nike<\/em><\/li>\n<li><em>Assurance de biens :       Meubles<\/em><\/li>\n<li><em>Stations-service\/essence : Coop<\/em><\/li>\n<li><em>TV\/Internet\/Mobile : Swisscom<\/em><\/li>\n<li><em>Produits vitamin\u00e9s :          Burgerstein<\/em><\/li>\n<li><em>D\u00e9tergent : Persil<\/em><\/li>\n<\/ul>\n<p><em>(Source : \"Trusted Brands\" du Reader's Digest)<\/em><\/p>\n<p>L'importance des cinq principaux facteurs augmente presque continuellement avec l'\u00e2ge des participants \u00e0 l'enqu\u00eate. Si 84 % des 18-29 ans accordent un poids important \u00e0 la dur\u00e9e de vie d'un produit, ce chiffre n'est pas inf\u00e9rieur \u00e0 94 % pour les plus de 60 ans.<\/p>\n<p>Une image similaire se d\u00e9gage pour la fiabilit\u00e9. 86 % des plus jeunes (18 \u00e0 29 ans) exigent une faible sensibilit\u00e9 aux pannes, tandis que chez les plus \u00e2g\u00e9s (plus de 60 ans), ce chiffre atteint 93 %. Cependant, les proportions sont invers\u00e9es en mati\u00e8re de design : 57 % des jeunes (18-29 ans), mais seulement 46 % des personnes plus \u00e2g\u00e9es (plus de 60 ans) jugent un produit par son apparence, ses couleurs et sa forme.<\/p>\n<p><strong>Une loyaut\u00e9 ininterrompue<\/strong><\/p>\n<p>Les grandes marques ont r\u00e9ussi \u00e0 tenir leur promesse de qualit\u00e9 sur une longue p\u00e9riode, consolidant ainsi \u00e0 plusieurs reprises la confiance des clients. Dans quatorze des vingt cat\u00e9gories examin\u00e9es, les marques ont d\u00e9fendu leur position de t\u00eate dans la prime de confiance au cours des trois derni\u00e8res ann\u00e9es.<\/p>\n<p>Un signe particulier de la coh\u00e9rence des ratios est le fait que dans une seule des vingt cat\u00e9gories (Outdoor\/Sport), une nouvelle marque pr\u00e9vaut chaque ann\u00e9e depuis 2016. L'ancrage des images de marque est a fortiori prouv\u00e9 par le fait que VW continue de convaincre en tant que marque et jouit du plus haut niveau de confiance parmi toutes les marques automobiles, m\u00eame apr\u00e8s les rapports n\u00e9gatifs qui continuent d'\u00eatre publi\u00e9s sur la manipulation des valeurs d'\u00e9missions.<\/p>\n<p><em>A l'\u00e9tude de \"Trusted Brands\" par <\/em><a href=\"http:\/\/readersdigest-verlag.com\/ch\/presse\"><em>r\u00e9sum\u00e9 du lecteur<\/em><\/a><\/p>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>&nbsp; Ce que les Suisses entendent par qualit\u00e9 :  Une utilisation \u00e9lev\u00e9e des produits. Comme le montre l'enqu\u00eate \"Trusted Brands 2018\" de Reader's Digest de cette ann\u00e9e, la qualit\u00e9 est la raison num\u00e9ro un de la d\u00e9cision d'achat (89% des r\u00e9ponses). En Suisse, la qualit\u00e9 garantit \u00e9galement une grande fid\u00e9lit\u00e9 des clients. Pour la premi\u00e8re fois, Reader's Digest a analys\u00e9 dans l'enqu\u00eate \"Trusted Brands 2018\" [...].<\/p>","protected":false},"author":35,"featured_media":2365,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[3303],"tags":[3548,3790,3362],"class_list":["post-2364","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-qualitaetsmanagement","tag-qualitaet","tag-qualitaetsnutzen","tag-studie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>&quot;Trusted Brands&quot;, was Schweizer unter Qualit\u00e4t verstehen - MQ Management und Qualit\u00e4t<\/title>\n<meta name=\"description\" content=\"Qualit\u00e4t garantiert in der Schweiz hohe Kundentreue. 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