Is customer retention the same as loyalty? What are the positive factors that affect loyalty? Heather Maitland finds out what the research says about audience frequency and loyalty.
Someone could have a fabulous time at the pantomime every year and feel a bond with the organisation; or they could be dragged along once a year to celebrate their partner’s birthday and feel a strong sense of resentment. In terms of ticket buying behaviour, they look the same – frequency, longevity and loyalty are not necessarily related. Why?