Measuring advocacy, purchasing and retention can increase profitability

THE CUSTOMER LOYALTY field has experienced much technological innovation, such as automated reporting portals and integration of attitudinal and behavioral data in customer relationship management applications, over the past decade. The quality of measurement and understanding of the meaning of customer loyalty, however, have not kept pace.

A multidimensional measurement approach to conceptualizing customer loyalty can offer new insights into growing business through new and existing customers.

There are several objective measures of customer loyalty:

* Number of referrals-word of mouth and "word of mouse."

* Decision ...

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