Learn About Conducting Brand Loyalty Research

Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Rethinking the customer experience - part II

In part two of a two-part article, Danica Allen further explores a new approach to viewing the consumer experience and its relationship to customer satisfaction.

Could you be the next 'challenge brand'?

The author offers a quick profile of the Southwest Airline brand and how its unique qualities have helped to set it apart - and ahead - of its competition.

Familiarity breeds contempt? A study of positive bias in online communities

Many researchers are concerned that ongoing, long-term interaction between consumers and brands causes heightened brand awareness and affinity among an engaged and informed sample. This article addresses whether engagement leads to positive bias, based on research from Communispace.

Rethinking the customer experience - part I

In part one of a two-part article, Danica Allen presents a new approach to viewing the consumer experience and its relationship to customer satisfaction.

Consumers are like Google: Brand-building and the search for meaning

For a brand to become a market leader, it must be endowed with meaning so that it takes on emotional significance in the life of the customer. The author discusses how to determine what your brand-building moments are and what meaning your creative communicates with customers.

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Related Articles

There are 23 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

What you don’t know can hurt you

Offers a five-step process for designing and executing an effective customer satisfaction survey program.

Gaining strategic business advantage through customer value measurement

Market research firms are increasingly adding customer value measurement (CVM) to their list of services. This article discusses CVM, including CVM basics and illustrative anecdotes.

Guidelines to cooperation

Using the experiences of data management firm StorageTek, the authors outline 10 best practices for creating and maintaining a satisfaction and loyalty research program.

Use research to keep customers happy and management well-informed

Researching the customer experience can and should involve the use of many methodologies. The author looks at mystery shopping, exit surveys, online and mail surveys, among other methods, and how they can be used to create a full picture of customer interactions with a company.

Less may be more

Customer satisfaction surveys need not be overlong. Rather, targeted, well-organized satisfaction research programs can be tailored to get companies the answers they need.

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