The most effective means to measure customer loyalty would use which of the following approaches?

The most effective means to measure customer loyalty is by analyzing customer repurchase patterns. This method provides insights into the actual buying behavior of customers and indicates their level of loyalty. Key points include:

Behavioral Indicator: Repurchase patterns reflect actual customer behavior and are a direct indicator of loyalty, as loyal customers tend to make repeated purchases.

Quantifiable Data: This approach relies on quantitative data that can be tracked over time, allowing for objective measurement and analysis.

Predictive Power: Historical repurchase patterns can help predict future purchasing behavior and identify trends in customer loyalty.

Long-term Relationship: Consistent repurchasing signals a long-term relationship with the customer, indicating satisfaction and trust in the company's products or services.

References:

Reichheld, F. F. (2003). The One Number You Need to Grow. Harvard Business Review.

Kumar, V., & Shah, D. (2004). Building and Sustaining Profitable Customer Loyalty for the 21st Century. Journal of Retailing.