March 15, 2018
What is brand loyalty? Depends whom you ask.
Brand loyalty measures focus on transaction behaviors like repurchasing or purchasing volume. These indicate that customers value the product enough to act, but such sales-centric indicators ignore other loyalty behaviors. For instance, what about the consumer who purchases only once but encourages others to buy?
Loyalty is subjective. How marketers measure loyalty affects an organization's view of its consumers, customer service, and retention efforts. Instead of asking what value consumers have for a brand, marketers should define loyalty by measuring the value that consumers see in a brand and how that value relates to consumers' future actions.
Read the full article here.