The loyalty effect

Sammanfattning: Authors: Oskar Bill, Alexander Jöndell 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.