To be honest, when I first found out that Sony Executive Vice President, Kaz Hirai, was hoping that PlayStation Network is going to improve brand loyalty for Sony, I chuckled. In case you missed it, I ranted earlier this year about how Sony’s handling of customer service within its PlayStation Network division is the exact reason why brand loyalty isn’t going to grow.
Speaking with Japan Today, Hirai explained that the online network for PlayStation 3 would be a key factor in recreating brand loyalty for the company.
“We want to increase the value, or the brand loyalty of our Sony products. There is no question about it,” said Hirai.
Sony has a long way to go before the type of brand loyalty that the original PlayStation and its successor received takes place with PlayStation 3. Do you guys think that Sony needs to change some of its online policies before brand loyalty returns or is loyalty not waiting for the online portion of the product to improve?