Purpose – The aim of this article is to consolidate the theory relating to longitudinal attitude surveys, and supplement it with knowledge gained from the execution of an annual attitude survey of consumers. Design/methodology/approach – First, the article presents a distillation of current...

Purpose – This paper sets out to provide a step towards simplifying and shortening loyalty surveys for marketers and to summarise and to categorise more than 30 survey‐based loyalty measures administered in previous academic surveys. Design/methodology/approach – This research took a step...