TITLE

For Good Measure

AUTHOR(S)
Brandt, D. Randall
PUB. DATE
January 2007
SOURCE
Marketing Management;Jan/Feb2007, Vol. 16 Issue 1, p20
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article discusses the effects of customer loyalty on corporate growth. While many marketers believe that customer loyalty has a huge impact on product success, hard data to support this belief is difficult to find. One of the most common methods of measuring customer loyalty is through the net promoter score, which is often derived from a single survey question, often leading to misrepresentative data. Marketers who wish to truly measure customer loyalty must develop alternative ways to back up data from the net promoter score.
ACCESSION #
24109708

 

Related Articles

  • DIVIDING DEVOTION. Story, John W. // Marketing Management;Jan/Feb2007, Vol. 16 Issue 1, p26 

    The article discusses efforts by marketers to develop customer relationships and customer loyalty. While customer loyalty is widely accepted as an indicator of potential success, primary loyalty behaviors that are measured by marketers often don't reliably predict future behaviors. To accurately...

  • A Three-Component Model of Customer Commitment to Service Providers. Bansal, Harvir S.; Irving, P. G.; Taylor, Shirley F. // Journal of the Academy of Marketing Science;Summer2004, Vol. 32 Issue 3, p234 

    Although research into the determinants of service provider switching has grown in recent years, the focus has been predominantly on transactional, not relational, variables. In this research, the authors address the role of consumer commitment on consumers' intentions to switch. Drawing from...

  • Problems and Difficulties in Loyalty Measurement: Theoretical Substantiation. Zikienė, Kristina; Bakanauskas, Arvydas // Management Horizons: Visions & Challenges;Sep2007, p471 

    The article analyzes loyalty measurement methods representing different loyalty measurement constructs. The benefits of loyalty include cost savings, referrals and complain rather than defect. A chart is presented that shows key classifications of customer loyalty. The factors of loyal behavior...

  • THE CONCEPTUAL DOMAIN OF SERVICE LOYALTY: HOW MANY DIMENSIONS?. Jones, Tim; Taylor, Shirley F. // AMA Winter Educators' Conference Proceedings;2004, Vol. 15, p175 

    Because of the importance of customer loyalty, a number of research initiatives have focused on investigating the conceptual domain of the loyalty construct; service loyalty (customers' loyalty to service providers) has been the focus of much of this research (e.g., Bloemer et al. 1999)....

  • How switching costs affect subscriber loyalty in the Turkish mobile phone market: An exploratory study. Aydin, Serkan; �zer, G�khan // Journal of Targeting, Measurement & Analysis for Marketing;Jan2006, Vol. 14 Issue 2, p141 

    Both academics and practitioners approve of the strategic role of customer switching cost on ensuring customer loyalty. However, there is no consensus on either conceptualisation or measuring customer switching costs. In this context, the aims of this study are (1) to develop a model by using...

  • WHY CUSTOMER LOYALTY ISN'T AS VALUABLE AS YOU THINK. Pringle, Hamish; Field, Peter // Advertising Age;3/23/2009, Vol. 80 Issue 10, p22 

    The article looks at the value of customer loyalty. Consumer research shows that it is more profitable to increase a company's customer base than it is to increase the loyalty of customers. Brand loyalty is noted as being fairly constant, making new customers a more fiscally responsible point of...

  • Exercise Behavior in Loyalty Program: The Influence of Regulatory Focus. Daryanto, Ahmad; De Ruyter, Ko; Wetzels, Martin; Patterson, Paul G. // Advances in Consumer Research;2007, Vol. 34, p346 

    Our study examines the influence of regulatory focus (RF) on reward preferences in a customer loyalty program. Specifically, we aim to contribute to the emerging literature on RF by addressing five issues. First, we simultaneously investigate RF as a state and a customer trait. Second, we...

  • Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis. Palmatier, Robert W.; Dant, Rajiv P.; Grewal, Dhruv; Evans, Kenneth R. // Journal of Marketing;Oct2006, Vol. 70 Issue 4, p136 

    Relationship marketing (RM) has emerged as one of the dominant mantras in business strategy circles, though RM investigations often yield mixed results. To help managers and researchers improve the effectiveness of their efforts, the authors synthesize RM empirical research in a meta-analytic...

  • Halo Effects in Multiattribute Attitude Models: Some Unresolved Issues. Johansson, Johny K.; MacLachlan, Douglas L.; Yalch, Richard F. // Journal of Marketing Research (JMR);Nov76, Vol. 13 Issue 4, p414 

    Certain shortcomings are found in Beckwith and Lehmann's study of the problem of halo effects in multiattribute attitude models in marketing. The writers contend that the data used were inadequate to test properly for halo effects and thus an inappropriate model was developed.

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics