The four consumer loyalty personalities

Further to our last blog about our recently published Loyal Losers Part Two (LL2) study, we thought we’d delve a bit deeper into the four consumer loyalty personalities that emerged from the quant phase of our research.

The 2,024 UK respondents, provided by, who took part in the quant phase were asked a series of attitudinal statements associated with loyalty to assess their relationship with service brands.

Why is this important for brands? Because it is only by understanding how their customers perceive their own level of loyalty – and how likely they are to stick with a brand or switch provider – that brands can tailor their marketing activities to encourage loyalty.

The loyalty personalities

1. Loyalists (19% of the 2,024 UK respondents used in the segmentation analysis)
The Loyalists are the smallest group. Those in this group are likely to stay with trusted and familiar brands and believe that they are rewarded with discounts if they sign up to more than one product.

2. Passive Loyalists (30% of 2,024 respondents)
With almost a third of respondents falling into this camp, Passive Loyalists are the largest group. People in this group are more likely to be persuaded to switch than the Loyalist, but less likely to do this on their own initiative. They are more influenced by rewards and deals (vouchers and promotions) and have a slightly higher propensity to act impulsively. They are also likely to use comparison sites.

3. Neutral/Unengaged (28% of 2,024 respondents)
The second largest group, the Neutral/Unengaged, potentially perceives the role of the company to be simply delivery of a service. The Neutral/Unengaged are neither satisfied nor dissatisfied with their providers and are less likely to have used a price comparison site.

4. Conditioned Switchers (23% of 2,024 respondents)
This group is a heavy user of price comparison sites. Conditioned Switchers are keen to get the best deal and more likely to shop around, tending to have a low affinity with brands. As a result this group is going to be of least interest to brands as a target for retention/loyalty offers.

In our next post, we’ll see what consumers in our study thought about the retention adverts we showed them.

Get in touch with us to understand how the findings could impact your brand.

Loyal Losers Part Two (LL2) featured in Marketing Week on 4th December 2014.

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