Join Keith Chrzan, Chief Research Officer of Maritz Research, as he takes us through recently completed research on some common and uncommon Customer Experience and Loyalty measurement scales.
Very little psychometric work has been performed to compare the validity of the various customer experience and loyalty scales. For the most part, the scales tested by scholars differ from those used by practitioners. Moreover, much of the testing practitioners have done has been proprietary and not shared widely within the marketing research industry.
Keith and the Maritz Research Marketing Sciences team recently completed a fresh-eyed and rigorous look at the way we measure customer experience and loyalty. The study reveals some surprising results about that basic building block of many customer studies, the satisfaction scale. It also offers a surprising result about loyalty, where some common measures perform poorly.
You'll learn by attending:
Which satisfaction and loyalty measures are most reliable?
Which of these measures are most valid?
Which are most predictive of actual behavior?
Keith Chrzan, Chief Research Officer, Maritz Research
Anna Carbonara, Moderator, American Marketing Association