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Handbook of customer satisfaction and loyalty measurement /

"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 i...

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Bibliographic Details
Main Author: Hill, Nigel, 1952-
Other Authors: Alexander, Jim.
Format: Book
Language:English
Published: Aldershot, Hampshire, England ; Brookfield, Vt. : Gower, c2000.
Edition:2nd ed.
Subjects:
Consumer satisfaction > Evaluation > Handbooks, manuals, etc.
Marketing research > Handbooks, manuals, etc.
Handbooks, manuals, etc.
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Table of Contents:
  • 1. Introduction
  • 2. Why measure customer satisfaction?
  • 3. Loyalty
  • 4. The satisfaction-profit chain
  • 5. Survey objectives
  • 6. Understanding customer behaviour
  • 7. Exploratory research
  • 8. Sampling
  • 9. Survey options
  • 10. Questionnaire design
  • 11. Interviewing skills
  • 12. Analysis and reporting
  • 13. PR aspects
  • 14. Measuring loyalty
  • 15. Modelling and forecasting
  • 16. Maximizing the benefits
  • App. 1. Example of customer surveys
  • App. 2. SERVQUAL.

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