Harris Interactive asked 17,000 people to identify the country’s most visible companies and then rate each on a number of attributes, including emotional appeal, products and services, social responsibility, vision and leadership, workplace environment and financial performance.
Scores of 55–64 denotes a “poor” reputation, 50–54 “very poor” and below 50 “critical.”
Companies with scores below 50 “risk remaining viable,” according to Harris. Among previous sub-50 performers were Enron, Adelphia and WorldCom, all now defunct.
Financial companies scored the lowest.
Here are the Top 9 Most Disliked U.S. Companies:
Scored 46.18. It thus held on to the dubious honor of being the lowest of the low; even its score dropped from its “critical” 47.77 last year.
2. GOLDMAN SACHS(GS)
Scored 47.57. The company dropped from third place last year, and entered “critical” territory after seeing its RQ score fall by 6.33 points.
3. BANK OF AMERICA(BAC)
Scored 49.85. It suffered the biggest decline in RQ score, falling by 9.08 points and dropping three spots from last year.
Scored 53.5, an improvement over last year, when the oil producer was in “critical” territory, second from the bottom. Harris said BP was one of three companies in “reputation rehab,” having gained strongly in social responsibility and emotional appeal.
5. JPMORGAN CHASE(JPM)
Scored 54.84. The company took one of the biggest hits to reputation, dropping by 6.31 points from its 2011 score.
6. CITIGROUP (C)
Scored 55.95. The company climbed two rungs from its fourth-place position last year.
7. NEWS CORP.(NWSA)
Scored 57.14. Rupert Murdoch’s conglomerate is new to the RQ study; it was not ranked in last year’s study, which came out before the hacking scandal in Britain erupted into public view.
Scored 59.1, dropping it three places from its 2011 ranking. Though not a big bad bank, anyone that's dealt with a cable company's customer service isn't surprised.
9. WELLS FARGO(WFC)
Scored 59.5, well off its “fair” 66.15 score last year, when it held the 45th spot.