How to measure customer loyalty

Dr Jeremy Griffiths, who leads the Marketing Sciences Team for Europe at Maritz Research, argues that a one-size-fits-all approach to loyalty research is a mistake.

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.


With industry sector, market structure and customer type...

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