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Table of contents
INTRODUCTION 2
RESEARCH DONE ON CUSTOMER SATISFACTION AND BRAND LOYALTY 3
DEFINITIONS OF SATISFACTION AND LOYALTY 5
TRUE BRAND LOYALTY 6
THE RELATIONSHIP BETWEEN SATISFACTION AND LOYALTY 7
SIX PANELS THAT SHOWS SOME OF THE POSSIBLE ASSOCIATIONS OF SATISFACTION AND LOYALTY 7
EVALUATION OF THE SIX PANELS 8
OTHER KEY ELEMENTS THAT INFLUENCE BRAND LOYALTY 10
IS VALUE A BETTER TOOL THAN SATISFACTION FOR MEASURING DETERMINING FACTORS FOR LOYALTY ? 10
THE IMPORTANCE OF TRUST FOR GENERATING BRAND LOYALTY. 11
BRAND LOYALTY - A COMPANY / STRUCTURAL APPROACH 13
SATISFACTION-BASED VS. COMMITMENT-BASED COMPANIES 13
THE CONCEPT OF CO-REVOLUTION 14
CAN ALL COMPANIES ACHIEVE BRAND LOYALTY ? 15
CONCLUSION 17
APPENDIX 18
TABLE 1: LOYALTY PHASES WITH CORRESPONDING VULNERABILITIES 18
TABLE 2: SATISFACTION VS. LOYALTY 18
TABLE 3: BRAND VALUE MODEL 19
TABLE 4: AN INTEGRATED CUSTOMER VALUE MEASUREMENT SYSTEM 20
TABLE 5: FOUR LOYALTY STRATEGIES 20
REFERENCES 21......

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