Customer Trust - Loyalty - Retention Analysis Surveys

Customer Trust - Loyalty - Retention studies are especially appropriate for the study of shopping goods (and other high priced goods) because of the magnitude of the decision process for the customers, the long purchase process (time from need recognition to purchase), and depth of consumer attitudes formed about the product and/or company.

General Measures that are part of a Trust, Loyalty, Retention Analysis

Trust - Loyalty Measures

Ability, Skills and Experience

necessary to perform the task.

Concern

about the customer's welfare. Example: The way the brand/company treats me with respect.

Integrity, honesty, adhering business values, and keeping promises

. Example: The brand always delivers on what they promise. The brand always treats me fairly.

Consistency

based on evaluations of past behavior. Example: If a problem arises, I can always count on the brand to reach a fair and satisfactory resolution. In diverse situations, I can count on the brand.

Communication

skills, openness, ability and willingness to share information, opinions and feelings, as well as security. (Perhaps include ratings of communications methods (print vs. e-newsletter) and which are preferred as well)

Overall Trust Example

: The brand is a name I can always trust. Retention Measures

Satisfaction

: Example: Overall, how satisfied are you with this brand?

Repeat

: Example: How likely are you to continue to choose/repurchase this brand? Switching Cost: How much (maximum) you are willing to pay for premium compared with competitor's products or any substitutes.

Recommendation

: Example: How likely are you to recommend this brand to a friend? What would you do if you were not pleased with the product? Loyalty Measures

Personal Pride

: Example: I feel proud to be a customer of the brand.

Personal Identity

: Example: The brand is the perfect company for people like me.

Fulfillment - Life Integration

: Example: I can't imagine a world without the brand.