True loyalty

Date of publication: September 21, 2005


Both product and customer care impact company customer relationships. Management needs information on their performance and relationship with future business growth. A wide variety of opinions and scientific research exists on best indicators. After customer satisfaction, loyalty is presently at the forefront. Most studies have limitations, being either cross-sectional or based on aggregated data.Therefore Philips and Interview-NSS performed a large scale, longitudinal experimental study which tested Reichhel' opinion on the prevalence of 'Recommendation' as best indicator. The conclusion is recommendation scores are demonstrably related to future brand purchasing behavior, directly as well as indirectly.

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