Vodacom, MTN reputations take massive knock

The Reputation Institute released its latest National RepTrak Pulse survey, which shows that Vodacom‘s reputation dropped a massive 9.35 points since last year.

The National RepTrak Pulse survey is now in its ninth year in South Africa, and measures the reputation of the largest listed South African companies.

The 2014 National RepTrak Pulse survey involved 1,462 unique respondents in South Africa in January and February 2014.

Each respondent was allowed to rate a maximum of five companies with which they were familiar. A total of 3,860 ratings were obtained for the purposes of this study.

Woolworths was ranked as the company with the best reputation in South Africa. It was the only company to score above 70 points, giving it a strong and robust reputation.

Last year’s top company, Vodacom, fared particularly poorly in 2014. The operator dropped 9.35 points to sixth position in the table, one position below its major competitor, MTN.

Trevor Ndlazi, Reputation Institute’s Country Manager for South Africa, said that the drop in Vodacom’s reputation is massive and is largely attributed to its dispute with ICASA over mobile termination rates.

RepTrak reputation index 2014
RepTrak reputation index 2014

Telecoms company reputations

Vodacom led its competitors in various fields, but the company did not perform well in governance and the workplace. Telkom finished last in all categories.

Telecoms reputations
Telecoms reputations
RepTrak SA telecoms reputation score over time
RepTrak SA telecoms reputation score over time

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Vodacom, MTN reputations take massive knock