A landmark US study of nearly 13,500 consumers and 26,642 brand evaluations uncovers the rational and emotional dynamics that drive loyalty across 54 brands.
BLQ brings rational and emotional loyalty into the same framework, helping brands understand what their customer relationships are actually built on.”— Don SmithNASHVILLE, TN, UNITED STATES, September 10, 2026 /EINPresswire.com/ — Capillary Technologies, a worldwide frontrunner in loyalty technology and customer interaction, today unveiled the Balanced Loyalty Quotient Report 2026, a significant US consumer study exploring the rational and emotional elements that shape loyalty among 54 top brands.
The report will be introduced to the public for the first time at Captivate 2026 in Nashville, where loyalty professionals will get an exclusive preview of the full brand rankings, category benchmarks, and seven key insights drawn from the research.
Based on responses from nearly 13,500 US consumers and 26,642 individual brand assessments, this study represents Capillary’s largest consumer loyalty research effort to date.
Central to the report is the Balanced Loyalty Quotient (BLQ), Capillary’s methodology for measuring loyalty along two analytically separate dimensions: Rational Loyalty and Emotional Loyalty. This framework is intended to help brands grasp not only whether customers stay, return, or recommend, but also what is fueling that loyalty and how resilient the relationship might be.
“Brands have become very good at measuring the behaviors associated with loyalty, from purchase frequency and spend to redemptions and recommendation,” said Don Smith, Ph.D., Chief Global Consulting Officer at Capillary Technologies. “But behavior alone does not always tell us how customers truly feel. BLQ brings rational and emotional loyalty into the same framework, helping brands understand what their customer relationships are actually built on.”
A More Complete View of Loyalty
Conventional metrics such as transactions, satisfaction, repeat purchase, and NPS provide useful signals, but they don’t always reveal the reasons behind customer loyalty.
Two customers might show identical spending and frequency levels while having vastly different relationships with a brand. One might remain loyal because of value, convenience, or rewards; another because of trust, recognition, affinity, or a deep sense of connection.
BLQ makes this distinction visible through:
Rational Quotient (RQ): value, convenience, utility, ease and rewards
Emotional Quotient (EQ): trust, recognition, connection, affinity and brand identification
Together, RQ and EQ help brands determine whether loyalty is balanced, mainly functional, reinforced by emotional ties, or potentially at risk from competitive threats.
First Reveal at Captivate 2026
Attendees at Captivate 2026 will be the first to view the complete BLQ findings, covering brand rankings, category benchmarks, key insights, and practical takeaways for loyalty strategy.
The full Balanced Loyalty Quotient Report 2026 will be made available after its debut at Captivate. Register your interest to be among the first to receive the complete report: https://www.capillarytech.com/balanced-loyalty-quotient-report/
About Capillary Technologies
Capillary Technologies is a global loyalty technology and customer engagement firm that assists brands in building meaningful, data-driven customer relationships. Its AI-powered platform enables enterprises to design, manage, and optimize loyalty programs, personalize customer experiences, and drive measurable growth across channels and markets. Capillary works with leading brands across retail, consumer goods, travel, hospitality, fuel, healthcare, telecom, and other industries. For more information, visit capillarytech.com
Megan Fiorendino
Capillary Technologies
marcomm@capillarytech.com
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