Customer Loyalty: Results of a National Survey of Consumers
Suggested Audience: General managers, marketing and sales
managers, marketing research managers, customer service and consumer affairs
specialists, consultants
"Stand by Your Man!" That's what female country & western
singers have been telling us for years. But who would have guessed that
young adult women are often fiercely loyal to their cars…especially if the
vehicle is a Chevy, Toyota, Honda or Nissan?
That is one of several conclusions reached in a National Survey on
Customer Loyalty conducted by Performance Measurement Associates (PMA), a
Boston area-based consulting company that specializes in the gathering of
customer and employee information to help clients improve business results.
Five hundred people across the country were asked to nominate a brand,
product or service they like and to indicate their level of loyalty to it.
Some of the findings surfaced by the study were that:
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Baby boomers recommend their favorite
products considerably more often than senior citizens |
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Highly loyal customers would be willing to
pay 45% more for their favorite brand of tennis shoes and up to 29%
more for their favorite car |
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Quality of the product or service is seen
as the most important cause of loyalty; the perceived benefits of the
product or service is the second most important cause |
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Men report praising or recommending their
favorite product or service to others 57% more often than women do |
These findings and many more are detailed in a highly colorful, half hour
presentation that encourages members of the audience to consider how they
might apply the findings to their own business. The presentation also
demonstrates the critical role customer loyalty plays in the financial
health of companies.
This material readily lends itself for use in workshop formats where
participants can:
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Consider the implications of customer
loyalty for their own organizations |
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Learn how research can be used to discover
the determinants of customer loyalty for a given industry or
company |
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Develop "next step" plans to
bring the loyalty concept into their organizations |
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