Authors:	
Oskar Bill, Alexander Jondell

Supervisors:	
Carl-Henric Nilsson
Associate Professor
Lund University ¬ School of Economics and Management Department of Business Administration

Charlotta Johansson
Associate Professor
Lund University ¬ Faculty of Engineering Department of Automatic Control

Purpose:	
The purpose is to predict customer loyalty by utilising big data. This will be done by combining two models: The American Customer Satisfaction Index (ACSI) and the Net Promoter Score (NPS) using the benefits of each model, the cause and effect relationship in ACSI and the simple survey methodology in NPS. 

The findings are aimed to facilitate a work method enabling companies to use big data in order to predict customer loyalty to be able to pro-actively work with detracting customers and to grow future profits. 

Method:	
The methodology had both a quantitative and qualitative approach. By deducting a model from a theoretical analysis a linear relationship was derived between ACSI and NPS. The drivers of loyalty was then developed from a qualitative analysis and tested through a quantitative analysis of the relationships in the model. 

Findings:	
A relationship between the NPS and the ACSI was possible to prove. However, it was not possible to predict customer loyalty since the drivers of loyalty could not be explained with the available data and further research is therefore needed.

The loyalty effect

The purpose of this article is to explore the impact of brand experience dimensions on brand evaluation and brand loyalty. The study used convenience-sampling technique and measured the relationshi...

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The purpose of this research was to measure the effect of word of mouth, perceived price, and service quality toward brand image and purchase decision. This research also aimed to measure the mediating effect of Brand Image toward the relationship between word of mouth, perceive price, and service quality with the purchase decision. This study used a survey technique that utilised questionnaires as research instruments for 200 respondents who have visited Surabaya hotels as well as Partial Least Square (PLS) data analysis techniques. The findings in this research proved that Word of Mouth, Perceived Price, and Service Quality have a significant positive effect on Brand Image and Purchase Decision. This research also revealed that brand image also has an intervening effect in the relationship of Word of Mouth, Perceived Price, and Service Quality with Purchase Decision.

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Brand image among the purchase decision determinants

When do family brand personalities lead to brand loyalty? A study of family-owned fashion retailers in Pakistan

This research analyzes the demographic data of a Bangkok coffee chain’s consumers and investigates the relationship between their personality and the chain’s brand personality. It further examines ...

Panuvat Mathews

Papers

The Analysis of Bangkok Coffee Chain’s Consumers and the Influence of Brand Personalities on their Purchasing Decision