According to Aaker, there are several approaches to measuring customer loyalty, such as: behavioral measures, switching costs, measuring satisfaction, liking of the brand and commitment:
1. Behavior measures
Is a direct way to measure loyalty primarily to the behavior that is because habit is to consider the purchase of a truly done (actual purchase pattern).
There are three ways in measuring the behavior of Y can be used as follows:
a. Repurchase rates are measured against the percentage of consumer purchases of the same brand at next purchase.
b. Percent of purchase, measurement about brands that have been purchased as compared to other brands of a certain number of last purchases.
c. Number of brands purchased, the measurement of the percentage of consumers are using one brand, two or more brands.
