Customer Value Measurement for Competitive Advantage

Peter Burgess reviews some of the latest research studies into customer satisfaction and loyalty programmes and concludes that while research in this area is growing there is evidence that brand apathy is on the increase.

Customer Value Measurement for Competitive Advantage

Peter BurgessSomerford Research

These days, there is hardly a company that does not measure, in one form or another, its customers' satisfaction. Since the Peters and Waterman classic, In Search...