How to measure customer loyalty
Jeremy Griffiths
What is the best way to measure customer loyalty? Is it simply a question of whether the customer is 'willing to recommend' the brand? Does customer satisfaction equal loyalty? What is it that makes us, and our customers, loyal to a company or brand?
Trusted experts have presented a minefield of theories, even disagreeing about the definition of loyalty, with some seeing it as an attitude people have towards a brand while others see it purely as purchase behaviour.
ONE SIZE WILL NOT FIT ALL
With industry sector, market structure and customer type...