South Africa’s leading operator Vodacom has seen its reputation among consumers weaken to the worst in four years, dropping to sixth place from the number one spot it occupied in 2013.
The National RepTrak Pulse annual report conducted by the Reputation Institute ranks the top listed companies in South Africa, based on consumers’ evaluation of seven categories: products/services; innovation; workplace; governance; citizenship; leadership; financial performance.
Vodacom saw its reputation with consumers worsen considerably, with its score falling 9.35 points to 64.83 from 74.17 last year.
Second operator MTN scored 65.13 points – down from 68.93 points last year – to come in fifth, the same position as last year, while part state-owned operator Telkom lags behind in the public perception and does not feature in the top 10 companies.
In the breakdown of scores, Vodacom led the other operators in the products/services, innovation, citizenship, leadership and performance categories.
MTN led in terms of workplace and governance, and came second to Vodacom in every other category.
Telkom lagged significantly behind in all the categories.
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