In most companies, the marketers are not in charge of quality control or even customer service. They may have influence on pricing, but their control of profits is limited by purchasing and finance, among others. All of which goes to say that the characteristics U.S. consumers say drive their loyalty, quality and value, are not the areas where the marketing department concentrates its effort.
What this study reveals is how much brand loyalty is driven by decisions made by the CEO and other leaders of the company. Building a loyalty program for a company that isn't committed to its customers is pretty hopeless.
Marketing Charts: How US Consumers Define Brand Loyalty--and What Drives It, 2014-Sep-9
The majority of American adults are loyal to 5 or fewer brands, with their loyalty most often placed with financial service providers and grocery retailers, finds a study conducted by Epsilon and Wylei Research and shared with MarketingCharts....
Not surprisingly, when asked how important various conditions are in influencing the loyalty actions outlined above, respondents first pointed to a brand/company having consistently good quality products and services (55%, top-5 box), followed by the brand/company offering the best value for the money (51%). Interestingly, fewer respondents believed that rewards programs (33%), positive first experiences (28%), and new services and products tailored to their needs and lifestyles (21%) would drive loyal behavior.