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Competitive Loyalty ModelingCompetitive Loyalty Model (CLM) addresses loyalty from a brand research perspective. It provides information on what drives brand choice and brand repurchase in a competitive context, thereby helping companies understand how to increase customer loyalty versus the competition. It helps address quite tactically the question of what levers, including product or service attributes, the organisation can address to grow customer loyalty relative to competitors?
The CLM follows a methodology similar to brand equity research where we collect respondents' ratings on several attributes for not only of the company's own brand, but also for competitive brands. It differs from a traditional brand equity study in that the sample frame is composed of only the client's current customers, rather than a cross-section of those in the category.
In addition to attribute ratings, we also collect respondents' choices among the brand set (for example, the one they will buy next) and then predict brand choices from the attribute ratings using a multinomial logit (MNL) choice model. Because respondents consider multiple brands, this statistical analysis identifies the drivers of loyalty in a realistically complex competitive context.
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