The Importance of Customer Loyalty in the Modern Business Era

Oct 13, 2025 by windailys.com 20 views

Measuring Millennial Generation Loyalty Against Renowned Brands in Indonesia: Net Promoter Score Analysis

In today's highly competitive business world, companies in the trade and services sectors are required to provide greater and diverse added value for customers. This is because consumers have numerous choices and are becoming increasingly savvy in selecting products. The development of information technology has significantly altered the mindset of consumers, making their perception of a product more sensitive. As a result, producers are compelled to innovate in order to compete and build customer loyalty.

The Importance of Customer Loyalty in the Modern Business Era

Customer loyalty is a crucial aspect of any business, and it plays a significant role in determining the success of a company. In the past, businesses could rely on their brand reputation and customer loyalty to sustain their growth. However, with the advent of the digital age, consumers have become more informed and have access to a vast array of products and services. This has led to a significant shift in consumer behavior, with customers becoming more discerning and demanding.

The Role of Net Promoter Score (NPS) in Measuring Customer Loyalty

The Net Promoter Score (NPS) is a widely used metric for measuring customer loyalty. It is based on a simple yet effective question: "On a scale of 0-10, how likely are you to recommend our product or service to a friend or colleague?" The NPS is calculated by subtracting the percentage of detractors (those who score 0-6) from the percentage of promoters (those who score 9-10). This provides a clear and concise measure of customer loyalty, allowing businesses to identify areas for improvement and develop targeted strategies to increase customer loyalty.

The Study: Measuring Millennial Generation Loyalty Against Renowned Brands in Indonesia

This study aims to measure the level of customer loyalty to well-known brands in Indonesia using the NPS method and identify customer experience through important moments, especially in the millennial generation category. The study was conducted on 100 respondents from a total of 143,390 millennial generation in Medan. Secondary data were collected from various sources such as books, magazines, and literature to support analysis. The analysis method used was quantitative descriptive analysis.

The Results of the Study

The results of the study showed that all well-known brands in Indonesia have positive NPS values and good average customer experience. This study also shows that consumers prefer multinational products than national brands. Overall, there are six brands with good NPS predicate, 32 brands with extraordinary NPS predicate, 14 brands with the title of leader and extraordinary, as well as one brand with the title of NPS star, NPS leader, and extraordinary NPS.

Deeper Analysis: Understanding the Preferences of Millennial Generation

This research provides an interesting picture of millennial generation loyalty to well-known brands in Indonesia. Here are some analyzes that can be drawn:

The Importance of Customer Experience

The results of the study show that customer experience is an important factor in building loyalty. Brands that provide positive experience to consumers tend to get a higher NPS value. This highlights the importance of delivering exceptional customer service and creating memorable experiences for customers.

The Role of Multinational Brands

Research shows that millennial consumers tend to prefer multinational products. This can be caused by quality perceptions, branding, and innovations that are better than these brands. This suggests that multinational brands have a competitive advantage in the Indonesian market, particularly among the millennial generation.

Encouraging Loyalty: Strategies for Marketers

Research results can be a reference for marketers to understand the preferences of millennial generation and develop the right strategy to increase loyalty. For example, with a focus on customer experience, building communities, and utilizing social media to build engagement. This can help businesses to create a loyal customer base and achieve long-term success.

Conclusion: The Importance of Measuring Customer Loyalty

This study confirms the importance of measuring customer loyalty through the NPS method, especially to understand the behavior of millennial generation. The results of this study can be useful for marketers and companies to develop the right strategy in building customer loyalty and achieving long-term success.

Recommendations for Future Research

This study provides a foundation for future research on customer loyalty and the NPS method. Future studies can explore the following areas:

The impact of customer experience on customer loyalty
The role of social media in building customer loyalty
The effectiveness of different marketing strategies in increasing customer loyalty
The comparison of customer loyalty between different age groups

By exploring these areas, researchers can gain a deeper understanding of customer loyalty and develop more effective strategies to increase customer loyalty and achieve long-term success.
Frequently Asked Questions (FAQs) on Measuring Millennial Generation Loyalty Against Renowned Brands in Indonesia: Net Promoter Score Analysis

In this article, we will address some of the most frequently asked questions related to measuring millennial generation loyalty against renowned brands in Indonesia using the Net Promoter Score (NPS) method.

Q: What is the Net Promoter Score (NPS) and how is it calculated?

A: The Net Promoter Score (NPS) is a widely used metric for measuring customer loyalty. It is calculated by subtracting the percentage of detractors (those who score 0-6) from the percentage of promoters (those who score 9-10). This provides a clear and concise measure of customer loyalty, allowing businesses to identify areas for improvement and develop targeted strategies to increase customer loyalty.

Q: What is the significance of measuring customer loyalty in the modern business era?

A: Measuring customer loyalty is crucial in today's competitive business world. It helps businesses to understand their customers' preferences, identify areas for improvement, and develop targeted strategies to increase customer loyalty and achieve long-term success.

Q: What are the key findings of the study on measuring millennial generation loyalty against renowned brands in Indonesia?

A: The study found that all well-known brands in Indonesia have positive NPS values and good average customer experience. The study also showed that consumers prefer multinational products than national brands. Overall, there are six brands with good NPS predicate, 32 brands with extraordinary NPS predicate, 14 brands with the title of leader and extraordinary, as well as one brand with the title of NPS star, NPS leader, and extraordinary NPS.

Q: What are the implications of the study's findings for marketers and businesses?

A: The study's findings have significant implications for marketers and businesses. They highlight the importance of delivering exceptional customer service and creating memorable experiences for customers. The study also suggests that multinational brands have a competitive advantage in the Indonesian market, particularly among the millennial generation.

Q: What are some strategies that businesses can use to increase customer loyalty and achieve long-term success?

A: Some strategies that businesses can use to increase customer loyalty and achieve long-term success include:

Focusing on customer experience
Building communities
Utilizing social media to build engagement
Developing targeted marketing campaigns
Providing exceptional customer service

Q: What are some areas for future research on customer loyalty and the NPS method?

A: Some areas for future research on customer loyalty and the NPS method include:

The impact of customer experience on customer loyalty
The role of social media in building customer loyalty
The effectiveness of different marketing strategies in increasing customer loyalty
The comparison of customer loyalty between different age groups

Q: How can businesses use the NPS method to measure customer loyalty and improve their marketing strategies?

A: Businesses can use the NPS method to measure customer loyalty by:

Conducting regular customer surveys to gather feedback
Analyzing customer data to identify trends and patterns
Developing targeted marketing campaigns based on customer feedback and data analysis
Monitoring customer loyalty metrics to track progress and make adjustments as needed

Q: What are some common mistakes that businesses make when measuring customer loyalty and using the NPS method?

A: Some common mistakes that businesses make when measuring customer loyalty and using the NPS method include:

Not collecting enough data to make informed decisions
Not analyzing customer data thoroughly
Not developing targeted marketing campaigns based on customer feedback and data analysis
Not monitoring customer loyalty metrics to track progress and make adjustments as needed

By understanding these common mistakes, businesses can avoid them and use the NPS method effectively to measure customer loyalty and improve their marketing strategies.