A systems approach to the measurement of customer loyalty [Chris Brady for Chris Jeffrey, ISSS 1998 Paper Session, July 23/98]

[Paper session, July 22/98, 2:35 p.m.]

Chris Brady, standing for Chris Jeffrey (who's the expert), Department of MIS, City U. Business School, London

A systems approach to the measurement of customer loyalty:

Fits in with Lucio's second's group

What is customer loyalty?

Then, why should we worry about systemic measurement? Advocates a holistic approach to measure customer fidelitas (i.e. faithfulness, but linkage to ontological, semantic, relationship, and semiotic) Drivers of customer loyalty: e.g. Mrs. Field's in one location isn't the same as another, due to location/atmosphere.

Have been running the trial framework for 2 months



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