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Questionnaire template

Customer Brand Loyalty Assessment

Measures customers' behavioural and attitudinal loyalty to a brand, switching risk and the value of its loyalty programme.

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Marketing · Brand perception. All Marketing templates

Questions in this template

Your Buying Habits

  1. Thank you for being our customer. This survey asks how you buy from us, how you feel about our brand and what would keep you with us.

  2. How long have you been a customer of our brand?

    Choose one:

    • Less than a year
    • 1 to 2 years
    • 3 to 5 years
    • More than 5 years

  3. How often do you buy from our brand?

    Choose one:

    • Weekly or more often
    • About once a month
    • Every few months
    • Once a year or less

  4. Of everything you spend on this type of product, how much goes to our brand?

    Choose one:

    • All of it
    • Most of it
    • About half
    • Less than half
    • Hardly any

How You Feel about the Brand

  1. How much do you agree or disagree with each statement?

    • I prefer this brand to others in its category.
    • I would pay a little more to stay with this brand.
    • I feel attached to this brand.
    • I trust this brand.
    • This is the first brand I think of when I need this type of product.

    For each row: choose one:

    • Strongly disagree
    • Disagree
    • Neither agree nor disagree
    • Agree
    • Strongly agree

  2. Overall, how satisfied are you with our brand?

    Choose one:

    • Very dissatisfied
    • Dissatisfied
    • Neither satisfied nor dissatisfied
    • Satisfied
    • Very satisfied

Looking Ahead

  1. How likely are you to buy from our brand again?

    Choose one:

    • Very unlikely
    • Unlikely
    • Neither likely nor unlikely
    • Likely
    • Very likely

  2. How likely are you to recommend our brand to a friend or colleague?

    A number from 0 to 10

  3. In the past 12 months, have you thought about switching to another brand?

    Choose one:

    • Yes
    • No

  4. What made you think about switching? Select all that apply.

    Condition: Shown to respondents who considered switching

    Choose any that apply:

    • Lower prices elsewhere
    • Better quality elsewhere
    • Disappointing customer service
    • Products were not available
    • I wanted something new
    • Other

  5. What was the other reason?

    Condition: Shown when Other was selected

    Open answer

Loyalty Programme and Suggestions

  1. Are you a member of our loyalty programme?

    Choose one:

    • Yes
    • No
    • I did not know there was one

  2. How valuable is the loyalty programme to you?

    Condition: Shown to programme members

    Choose one:

    • Not at all valuable
    • Slightly valuable
    • Moderately valuable
    • Very valuable
    • Extremely valuable

  3. What could we do that would make you even more likely to stay with us?

    Open answer