Medallia – The State of Brand Loyalty, 2024

The main theme of the report is the exploration of factors influencing customer loyalty to brands and ways to retain this loyalty.

Key findings include that customer loyalty varies, and not all customers consider themselves "very loyal." The main factors influencing loyalty are price, product quality, product selection, and brand experience, with experience and product quality standing out. A poor brand experience can lead to brand abandonment, with one in eight consumers reporting brand abandonment after a bad experience. Loyalty programs play a significant role in brand choice, but consumers expect better service than those not participating in such programs.