According to a recent study by IDC, a leading international Information Technology research outfit, brand image is essential to an Internet Service Provider’s (ISP) success. The factors that contributed to a positive brand just a year ago may now in fact be detrimental to its very survival.
IDC recently surveyed 125 US executives involved in the selection of service firms for their companies’ Web initiatives in order to determine the role that brand plays in corporations’ choice of an Internet services firm. As with most business decision-making, an emotional element is involved in choosing an Internet services firm.
Selecting between service providers is a complicated process involving memory, impression, and experience. All these components affect the service provider’s image, the report said.