The Handbook of Customer Satisfaction and Loyalty Measurement
Customer satisfaction and loyalty are becoming increasingly important to most organizations since the financial benefits from improving them have been well documented. This book presents a thorough examination of how to use research to understand customer satisfaction and loyalty. It takes the reader step-by-step through the process of designing and conducting a survey to generate accurate measures of customer satisfaction and loyalty. The research process is explained in detail, including questionnaire design, analysis and reporting, but the book also covers other elements of an effective customer satisfaction process. These include project planning, communicating with customers before, during and after the survey, as well as providing internal feedback and taking effective action to address issues raised by the survey. There is also comprehensive coverage of loyalty measurement methodologies as well as the satisfaction-profit chain and associated modelling and forecasting techniques.
Why measure customer satisfaction?
The valueprofit chain
Understanding customer behaviour
Modelling and forecasting
Maximising the benefits
Examples of customer surveys
Glossary of terms
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accurate achieve answer areas arithmetic mean attitudes average baseline survey behaviour benchmarking best what matters business markets buyers cent Chapter committed customers competitors consumer markets cost criteria customer commitment customer decay customer loyalty customer perception survey customer satisfaction measurement customer satisfaction survey customer survey customer value package customer's priorities delivery reliability depth interviews dissatisfied employees example exploratory research factors feedback focus groups gaps Helpfulness of staff identify improve customer individual internal involved judgemental sample Likert scale loyalty segmentation market standing survey measuring customer satisfaction mystery shopping open questions Ordinal scale organisation's organisational buying personal interviews PFIs problem product or service profit purchase decisions random sample relationship requirements respondents response rates sampling fraction satisfaction index satisfaction score satisfied self-completion questionnaires Semantic differential scale SERVQUAL SIMALTO scales standard deviation supplier supplier's performance Table techniques telephone interviews understanding