How US Consumers Define Brand Loyalty


Epsilon-Consumer-Actions-That-Define-Loyalty-Sept2014The majority of American adults are loyal to 5 or fewer brands, with their loyalty most often placed with financial service providers and grocery retailers, finds a study conducted by Epsilon and Wylei Research and shared with MarketingCharts. Consumers surveyed for the report were most likely to define brand loyalty as shopping on the basis of quality rather than price; as a result, a company’s consistency in offering quality products and services emerges as a key loyalty driver.

Presented with a series of customer experiences with a fictitious company and asked which best represents customer loyalty, respondents were most likely to agree with the following:

  • A customer that shops at “Company X” for the quality of the product even though they are more expensive (51%; top-5 box on a 10-point scale);
  • A customer that tells family/friends to go to “Company X” (41%); and
  • A customer that forgives a mistake made by “Company X” and continues shopping there (40%).

Notably, respondents were l! ess like ly to define loyalty on the basis of liking or sharing brand content on social media.

Not surprisingly, when asked how important various conditions are in influencing the loyalty actions outlined above, respondents first pointed to a brand/company having consistently good quality products and services (55%, top-5 box), followed by the brand/company offering the best value for the money (51%). Interestingly, fewer respondents believed that rewards programs (33%), positive first experiences (28%), and new services and products tailored to their needs and lifestyles (21%) would drive loyal behavior.


While positive first experiences don’t rank as highly as a loyalty driver, separate results from the survey indicate that they do have an effect. Indeed, two-thirds of respondents reported being extremely (15%) or very (52%) likely to continue purchasing products with a brand after purchasing a product they like from it. Previously-release research from ClickFox has also found that consumers believe that brand loyalty is shaped from the first impression! .

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By: Dr. Augustine Fou Wednesday, September 10th, 2014 news

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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