Ridgelinez Publishes Proprietary Research Report on Customer Loyalty: Beyond Economic Benefits – What Differentiating Factors Are Indispensable for Future Loyalty Formation?

Ridgelinez Inc. (Headquarters: Chiyoda-ku, Tokyo; Representative Director and CEO: Takefumi Morimitsu; hereinafter 'Ridgelinez') has conducted a 'Customer Loyalty Survey' targeting 2,000 men and women aged 20-69 nationwide and has published a report summarizing its analysis results.

Amidst a shrinking market due to Japan's declining population, strengthening relationships with existing customers and increasing loyalty and Lifetime Value (hereinafter LTV) is a crucial management theme for many companies.

On the other hand, as consumers' lifestyles diversify and the competitive environment intensifies, it has become difficult to 'continue to be chosen' with uniform retention measures alone.

Recognizing these challenges, this report focuses on consumer needs that go beyond economic benefits such as point rewards and discounts, and compiles insights for long-term maintenance and development of customer relationships, taking into account industry characteristics and differences in customer gender, age, and values.

Highlights of the Survey Results

Overall Picture

It is necessary to move away from an overemphasis on economic factors and expand value offerings that support functional/emotional aspects and successful experiences.

Customers' valued aspects are not solely economic (being a good deal: 53%).

Other elements, such as providing emotional satisfaction and comfort (49%) and supporting an ideal life (46%), are equally valued.

Industry-Specific Trends

In industries with high psychological involvement (*1), emotional aspects and support for success are key to loyalty formation; in industries with low involvement, functionality is key.

'Being a good deal' is valued in all industries, but it tends to be strongly emphasized particularly in industries with low psychological involvement. Conversely, in industries with high psychological involvement, in addition to economic benefits, emotional and self-actualization values such as 'emotional satisfaction and comfort' and 'getting closer to an ideal life' are more highly valued.

*1: The degree to which consumers are interested in and invest time and effort in making decisions when selecting products or services.

*2: Industry classification based on psychological involvement and customer touchpoints.

Customer Attribute-Specific Trends

Factors valued by customers differ more by values than by age, and the evaluation and impact of the same measures vary.

In particular, the difference in the importance ratio by values is greater than by age for 'being a good deal' and 'emotional satisfaction and comfort.'

For 'being a good deal,' the difference in importance ratio by age is 5pt, while the difference by values is 16pt, which is significant.

Similarly, for 'emotional satisfaction and comfort,' the difference by values (22pt) is greater than by age (16pt).

*Please refer to the report for details on each cluster.

*3: Five clusters derived from the tendencies of values people cherish, based on Ridgelinez's proprietary framework.

What You Can Learn from the Survey Report

Value propositions that contribute to improving customer loyalty.

'Effective value elements' and focus points for each industry characteristic (psychological involvement x frequency of customer contact).

Differences in priority value elements and points for measure design, viewed by age and value clusters.

Download the Survey Report

If you are interested in improving customer loyalty / maximizing LTV, please download the report from the link below.

Download the survey report

*The factors forming customer loyalty vary depending on the industry. Detailed analysis by industry (individual reports) can also be introduced separately. For details, please contact us using the form below.

[Inquiry Form]

Survey Overview

Respondents: 2,000 men and women aged 20-69 residing in Japan (gender and age composition allocated and collected based on Japan's demographic trends). *Our proprietary value clusters (Human & Values) were also acquired.

Target: 2,000 men and women aged 20-69 nationwide.

Method: Internet research (online survey).

Period: November 12 (Wed) - November 14 (Fri), 2025.

Target Industries: Electricity/Gas / Telecommunications / Furniture/Home Appliance Brands / Automobile Manufacturers / Housing Brands / Insurance / Theme Parks / Food/Daily Necessities Brands / Gas Stations (Service Stations) / Supermarkets / Convenience Stores / Trains / Buses / Taxis / Airlines / Apparel / Department Stores / Commercial Facilities / Media / Entertainment / Banks / Financial Services.

Future Developments

As a result of this survey, it became clear that in addition to economic benefits, 'experiences that evoke emotion and comfort' and 'supporting an ideal lifestyle/life' are also effective in improving customer loyalty.

It was also found that the factors valued when choosing a company or brand clearly differ in emphasis depending on industry characteristics and customer values, making it important to identify the value that should be prioritized. Based on these insights, our company consistently supports everything from loyalty strategy formulation based on customer insights, loyalty program design, and CX measure design and execution tailored to value clusters.