Brand loyalty survey: how and why

by | Dec 21, 2020 | Research world

Why brand loyalty survey? Because increasing customers’ loyalty to a brand is the real deal for any entrepreneur today. In this article, we talked about customer satisfaction. But we want to stress it again: keeping a customer is 5 times more difficult than get it so you have to measure your customers’ loyalty.

In this article, we’ll define brand loyalty, its advantages, and how you measure it through survey questions.

Brand loyalty: what it is and why it’s important

What we mean with brand loyalty? Here’s the definition:

“Brand loyalty is the ability of a brand to keep customers avoiding them to purchase the same items from concurrent brands.“

Why is it important? Brand loyalty can give a competitive plus to your business. Increasing it you will:

  • Reduce marketing costs: having a loyal customer base costs less than getting a new one (that has still to be convinced and motivated)
  • Attract new consumers: a loyal customer triggers a positive cycle attracting new customers especially in those markets where the purchase is expensive and risky
  •  Give you the time to counterattack competitors: a loyal customer is a customer who doesn’t like change so a customer who is not even interested in newer and more economic products. This means that you have the time to adjust your offer to the market without losing any client at all

Measuring customer loyalty with brand loyalty surveys

Brand loyalty revolves around 5 key elements that can be measured with market research:

  1. Approval
  2. Trust
  3. Customer satisfaction
  4. Perceived quality
  5. Perceived value

Ask the right questions

  1. Brand approval
    It measures the ability to cause positive or negative feelings towards a brand. To measure your brand approval you can ask the following questions:
     Are you impressed by our brand?
    ⁃ Do you think our brand is better than competitors?
  2. Customer satisfaction
    The satisfaction of your customers measures the ability of a product/service to meet expectations (or to exceed them). You can measure this parameter with net promoter score questions that will give you an overview of promoters and detractors of your brand.
    ⁃ On a scale from 1 to 10, how likely is it that you recommend our product?
    ⁃ The quality of our products is lower, same or higher compared to competitors?
  3.  Trust
    Brand trust is proportional to loyalty: the decrease or increase of brand trust will negatively or positively influence brand loyalty.
    ⁃ Do you trust our brand?
    ⁃ How did we earn your trust?
    ⁃ How can we guarantee your trust?
  4. Perceived quality
    It is a crucial element to measure brand loyalty.
    ⁃ How do you rate our product/service quality?
    ⁃ Do you think our product/brand can be easily replaced?
  5. Perceived value
    This value is for sure linked to perceived quality but it focuses on personal aspects.
    ⁃ What is the value of the brand/product for you?
    ⁃ How likely it is for you to buy from another brand if the store was closer?
    ⁃ How likely it is for you to buy from another brand if the product was more economic?

To sum up: unveil your key factor with brand loyalty surveys

So, if you’re at the end of this post, you’ll know for sure how to measure brand loyalty and how important it is for your company. Assessing it with effective surveys helps you understand and identify those key factors that will be crucial to keep your customers close.

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