ASQ H1292-2007

Companies conduct customer loyalty research programs all the time. But nearly all fall short of their intended purpose and brand image is either not addressed as well as it could be or not at all. The research program often ends with the study's sponsors not knowing if they can use the results or how. This book begins with an explanation of the interrelationship between brand image, customer emotions evoked by contact with service employees, and the shopping environment. It then identifies what information is needed to manage the customer experience, and how it can be obtained. The discussion then moves to analysis and reporting of data: the information needed by each level of management, and how the data from the studies can produce it. The book concludes with a discussion of management decision tools and the measurement of the strength of influence of factors and attributes.
Author: Morris Wilburn.