Customer loyalty research. The methodology can improve the bottom line
Steven G. Johnson Market Opinion Research, Inc, United States
INTRODUCTION
The appeal of a customer loyalty measurement program is the linkage of committed customers to enhanced financial performance. However, the best customer loyalty models do have one inherent weakness - the leap of faith required to justify the expense of the program. This paper describes a research methodology that the research agency has used successfully to reduce this leap of faith. We have named this methodology Corporate Customer Syndication or CCS. The research program uses revenue to help offset...