Customer and Brand Loyalty Research — Two Separate Fields?

Abstract

Customer and brand loyalty research are two main fields of professional market research. It is no secret that both customer satisfaction, created by good management of business performance, and brand commitment, stimulated by effective brand management, are prerequisites for long-term profitability. In practice, the two fields of research are mostly carried out as separate projects with different approaches and on the customer side typically even in separate organisational units. TNS as one of the market leaders in ad hoc market research has successful tools for both fields of research: TRI*M™ for stakeholder management and the Conversion Model™ for measuring brand commitment. Both tools are separate in practice, but also used in combination with each other.