New Ways of Looking at Loyalty and Advocacy

Stethscope

Traditionally, likelihood to use again (i.e., loyalty) and likelihood to recommend to others (i.e., advocacy) have been measured using a simple 5- or 10-point rating scale. But do these metrics provide useful information beyond how a hospital scored? That is, do they provide any insight into why the hospital received the score it did and […]

Improving the Preference Question

Exterior of a hospital Emergency Room

Community image studies have changed over the years with the advent of online technology as well as new analytical techniques. One thing that has not changed much over the years is the age-old preference question: “Overall, which hospital do you prefer most?” No matter how you word it, that question has seen a great deal of action in community image studies and is often […]

Satisfaction Is Transactional, Commitment Is Relational

Caring man cupping a red heart in his hands with one hand held protectively over the top in a love, romance and nurturing concept.

What Is Commitment? It is critical to understand that loyalty and commitment are two different constructs: Loyalty is behavioral (i.e., What you buy) Commitment is emotional (i.e., How you feel about what you buy) From a marketing perspective, loyalty can be bought while commitment cannot. A person can be behaviorally loyal to your brand, using […]