TY  - JOUR
AB  - Outlines the development by Barclays Life of a tracking survey to collect information concerning customers’ feelings of satisfaction and loyalty. Describes research undertaken by Barclays Life into the determinants of satisfaction amongst customers and the importance of each of these elements in determining loyalty. Initial qualitative research was undertaken to allow the company to develop a frame of reference concerning the elements of service which customers considered important. These initial findings were used in later quantitative studies to establish the relative importance of the different elements, with a view to understanding what was determining customer loyalty. The research culminated in the development of a tracking survey instrument, now used by the company to monitor customer satisfaction and loyalty levels across time and customer groups. Discusses both the findings of the research undertaken, and the importance of such research for firms. Outlines the use to which the information gathered by the surveys is put, together with initiatives which have resulted from the research.
VL  - 16
IS  - 7
SN  - 0265-2323
DO  - 10.1108/02652329810245993
UR  - https://doi.org/10.1108/02652329810245993
AU  - Drake Chris
AU  - Gwynne Anne
AU  - Waite Nigel
PY  - 1998
Y1  - 1998/01/01
TI  - Barclays Life customer satisfaction and loyalty tracking survey: a demonstration of customer loyalty research in practice
T2  - International Journal of Bank Marketing
PB  - MCB UP Ltd
SP  - 287
EP  - 292
Y2  - 2024/04/25
ER  -