---
url: "https://questionstar.com/principles-of-survey-research/chapter-2/slide-071.html"
title: "Extended Secure Customer Index by Burke Inc."
type: "lehrbuch-slide"
chapter: 2
chapterTitle: "Survey: Measurement and Scaling"
slide: 71
---

# Extended Secure Customer Index by Burke Inc.

*Burke extends the Secure Customer Index by two additional loyalty dimensions (five in total) and links the loyalty index measured in Period 1 with the…*

Burke extends the Secure Customer Index by **two additional loyalty dimensions** (five in total) and links the loyalty index measured in **Period 1** with the actual **Share of Wallet** in Period 2 — that is, the share of spending the customer devotes to the brand.

Period 1

Loyalty index

→

Period 2

Share of Wallet (0 % – 100 %)

Five dimensions — each captured via the following question

Overall satisfaction “How satisfied are you with (BRAND/COMPANY) overall?”

Willingness to recommend “If you were asked to recommend a company in (INDUSTRY), how likely is it that you would recommend (BRAND/COMPANY)?”

Likelihood to repurchase “How likely is it that you will continue to use (BRAND/COMPANY)?”

Earned loyalty “(BRAND/COMPANY) has earned my loyalty.”

Preferred company “I prefer (BRAND/COMPANY) over all other providers.”

![Secure Customer Index — five dimensions: Preferred Company, Earned Loyalty, Likelihood to Recommend, Likelihood to Repurchase, Overall Satisfaction](/principles-of-survey-research/media/sci_wheel.png)

Source: Burke Inc. · http://www.burke.com/

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*Slide 71 of 274 · Chapter 2: Survey: Measurement and Scaling · Principles of Survey Research · Dr. Paul Marx*