Brand loyalty survey template for current customers
Sixteen questions for people who already buy from you, scored as a repeat rate and a switching risk.
- 16questions
- About 4 minto answer
- 2 scoresrepeat rate and switching risk
- Current customersanswer it
The 16 brand loyalty survey questions
A brand loyalty survey asks people who already buy from you whether they will buy again and what would move them to another brand. These sixteen questions give you two scores, a repeat rate and a switching risk, and the questionnaire maker opens them ready to send.
The two scores
Both scores come from these two. For a recommend score beside them, add the NPS survey.
- The next time I buy this kind of product, I will choose this brand.the share choosing 5 is your repeat rate.
- I would switch to another brand if it were cheaper.the share choosing 4 or 5 is your switching risk.
How long and how often
Two taps that let you read new and long-standing customers apart.
- How long have you been buying from this brand?report each tenure band on its own line.
- How often do you buy from this brand?read frequent and occasional buyers apart.
Preference
Whether they would choose you with every option in view.
- This is the brand I would pick if every option were in front of me.high beside a high repeat rate is earned loyalty.
- If this brand were not available, I would wait for it.
What keeps them coming back
Four questions that name the reason behind a repeat purchase, so you know what to protect.
- I buy this brand mostly out of habit.high with a high repeat rate means habit holds them.
- Switching to another brand would take a lot of effort.high: switching effort keeps people with you.
- I would switch to another brand if it were easier to buy.high beside a low question 2 means availability.
- Which of these keeps you coming back most?
Trust and direction
Read these beside the two scores, one sending after another.
- I trust this brand to do what it says it will.
- If this brand got something wrong, I would give it another chance.how much goodwill you hold.
- I buy from this brand less often than I used to.count everyone who agrees; they are drifting away.
In their own words, then a year out
Two optional boxes, then one tap to finish.
- What would make you stop buying from this brand?tag each answer with one reason and count the tags.
- What is the one thing that keeps you choosing this brand?the detail behind the tick in question 10.
- A year from now, I expect to still be buying this brand.where loyalty is heading, set beside question 1.
Loyalty program survey questions
Add these four when the people answering are members of your rewards program.
- The rewards in this program are worth the effort of collecting them.
- I know what I get from this program without looking it up.
- How often do you use the rewards you have earned?
- I would still buy this brand if the program ended tomorrow.loyalty to the brand, apart from the rewards.
How to send it and read the two scores
Send it to customers who bought within your usual buying cycle, and repeat it each cycle with the same wording. Customers answer without giving a name. Prospects get the purchase intent survey. Subscribers who have just canceled get the cancellation survey.
Your repeat rate is the share choosing 5 on question 1, and your switching risk the share choosing 4 or 5 on question 2. Together they place customers in Dick and Basu's four loyalty groups.[1] High repeat with low risk is true loyalty. High on both is spurious loyalty, held by habit or price. Low on both is latent loyalty: they prefer you and buy elsewhere. Low repeat with high risk is no loyalty yet, and question 14 tells you why.
When customers split their spending across brands, the share of wallet survey shows how much comes to you.
Brand loyalty survey FAQ
What questions should a brand loyalty survey ask?
Ask whether customers will buy again and whether a lower price would move them. Then ask how long and how often they buy, whether they prefer you, what keeps them coming back and whether they trust you. Close with what would make them stop.
What is the difference between brand loyalty and customer loyalty?
Brand loyalty is a preference for one brand over the alternatives. Customer loyalty is the buying relationship with one business, which price or rewards can hold on their own. The same sixteen questions measure both, so use the term your team already uses.
How do you survey loyalty program members?
Send the sixteen questions with the four program questions added at the end. Members then tell you whether the rewards feel worth collecting, whether they know what they get, how often they redeem, and whether they would stay if the program ended.
Michael Hodge, survey methodology · Updated 26 September 2026 · How templates are reviewed
Sources (1)
- Dick, A. S. and Basu, K. "Customer loyalty: toward an integrated conceptual framework." Journal of the Academy of Marketing Science 22(2), 1994, 99-113. ora.ox.ac.uk
Find out who will buy again
Sixteen questions, about four minutes, and two scores at the end.
Use this template