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• Marketing Science Centre, University of South Australia

The MSC features the largest concentration of customer loyalty researchers in Australia, and we maintain links with most of the significant loyalty research programs around the world. MSC loyalty researchers undertake the following activities in order to evaluate the effect of market interventions in terms of real customer behaviour that impacts on sales and profits:

1. measurement and tracking of loyalty at brand and customer level;
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3. predictive modelling ie estimating which customers are most/least likely to defect;
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5. causal modelling ie identifying the factors that influence loyalty and quantifying their relative impact; and
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7. profiling expected switching rates by brand and industry to provide firms with benchmarks against which performance can be evaluated.

For further information on any aspect of Customer Loyalty and Customer Retention Monitoring, please click here.

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© 2005 Ehrenberg-Bass Institute for Marketing Science, University of South Australia