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Transcending Brand & Loyalty

by Dr. Danica Allen , 14.01.2012
Note: This piece first appeared in Quirk’s January 2012 issue.

Over the past two decades there have been few paradigmatic changes in the world of customer satisfaction research. We seek to remedy this situation through the introduction of a new, broader construct that subsumes many elements of both customer satisfaction and brand measurement research.

Historically, customer satisfaction research has focused on measuring service and product quality and relating these to attitudinal outcomes such as overall satisfaction and loyalty or more recently, economic outcomes such as market share and profitability.

Similarly, brand research has generally been oriented toward capturing consumer perceptions of brand imagery or performance and relating these to psychometric or econometric measures of brand equity and, ultimately, purchase behavior.