The group said the acquisition was to fully complement its market research and “enable BVA to support clients in their loyalty improvement programs” through combining BVA’s customer satisfaction and loyalty research and Masters Consultants’ knowledge of mystery shopping surveys and quality standard recommendations.

BVA added that through a combined measurement of perceived quality of service, based on expressed customer satisfaction, and observed quality of service, BVA and Masters Consultants “will maximise ways to identify and monitor readily actionable close-to-the-field loyalty drivers”.