Interpreting Neural Network Loyalty Models

This paper has four threads which tie together the business of delivering the findings of loyalty studies to commercial clients. The threads emerged from a loyalty survey for which traditional analysis yielded no significant findings. The model problem arose from a lack of agreement between common assumptions made in traditional analysis (eg, linear, quasi-linear), and the semantics of the behaviour/belief structure underlying loyalty. The findings are applicable to other psychometric models derived from surveys, including choice, preference and rank preference, and other forms of declared intent models.