Topic: Customer Behavior

Customer Loyalty Measurement Needs Expert Opinion

Posted by mathias.fiedler86 on 250 Points
To whom it may concern,

my name is Mathias Fiedler, I am a master student of the University of Southern Denmark (SDU) and currently writing my thesis supervised by Hans-Eibe Sørensen. I developed a new measurement of customer loyalty based on existing state of the art customer loyalty related and psychometric theory.

The problem: In order to conduct the questionnaire among respondents I need to get content validity by experts in the first place. I will provide my survey, definitions and typology and if you want a version of my thesis if you are interested to provide a review of my method.

I know this is quite something I am asking for but I thought it is worth giving it a try and see if there is any chance to get very experienced researchers on board. We also consider to create a conference paper from the thesis and thus, it would be highly beneficial to have a psychometric sound method on hand.

I would really appreciate any kind of help and return the favor if you let me know how.

Have a great new year 2015!!!!

Best regards

Mathias Fiedler
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  • Posted by Gary Bloomer on Accepted
    Dear Mathias,

    You might find my second answer to this question relevant:

    Let me know if I can help.

  • Posted by mathias.fiedler86 on Author
    Dear Gary,

    First of all I wish you a happy new year 2015. Your perspectives from the other article are very interesting and I also do believe that a simple question whether a customer would recommend a brand or not is neither very helpful nor psychometrically sound.

    Therefore, I developed a multidimensional approach (whith multiple items per dimension) which investigates the attitudinal as well as the behavioral perspective of customers towards a specific brand. Subsequently I use the results and developed a typology derived from Dick & Basu's work (1994) to classify each customer arcodingly.
    I understand that the practicality is not that easy since the administer has to evaluate various questions and identify relations of each dimension which requires advanced analytical skills. However, I do believe that customer or human behavior in general is so complex that no single question can ever explain a customer's current status quo and prospective actions.

    Furthermore, I do believe that researcher and marketer do the same mistake by applying the NPI (how likely to recommend) and measuring the customer loyalty as they did with the American Customer Satisfaction Index (ACSI). Fornell and colleagues developed the ACSI and suggested that customer satisfaction and customer complaints would lead to customer loyalty. In fact they mixed two things up. A customer who is loyal is very often also very satisfied. However, the very satisfied customer is not always a very loyal one and thus, many companies experienced that many of their satisfied customers switched to a competitor without ever looking back. I believe it is the same case with recommending behavior and think that a loyal customer would always recommend the brand but a recommending customer is not always a loyal one. So we need to identify a better dependent variable.

    I would like to send you the documents to my approach if you want to have a look and would appreciate if you could provide some feedback to the questionnaire and the general structure.

    Thank you for your answer. I am looking very much forward to continue this discussion.


    Mathias Fiedler
  • Posted by Shelley Ryan on Moderator
    Hi Everyone,

    I am closing this question since there hasn't been any activity in 10 days.

    Thanks for participating!

    MarketingProfs Customer Service Samurai

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