How to Measure Customer Satisfaction

How to Measure Customer Satisfaction


By (author) Nigel Hill, By (author) John Brierley, By (author) Rob Macdougall

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  • Publisher: Gower Publishing Ltd
  • Format: Paperback | 160 pages
  • Dimensions: 170mm x 242mm x 12mm | 299g
  • Publication date: 1 January 2004
  • Publication City/Country: Aldershot
  • ISBN 10: 056608595X
  • ISBN 13: 9780566085956
  • Edition: 2
  • Edition statement: 2nd
  • Illustrations note: index
  • Sales rank: 943,740

Product description

Customer satisfaction and loyalty are key differentiators between the better and poorer performing businesses in most markets. Satisfaction drives loyalty and loyalty drives business performance. This new edition takes readers step-by-step through designing and implementing a CSM survey, highlighting blunders that are commonly made and explaining how to make sure that the measures produced are accurate and credible. It also covers ways of gaining understanding and ownership of the CSM programme throughout the organization and clarifies the business case for customer satisfaction.

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Table of contents

Setting objectives and project planning; Exploratory research; Sampling; Survey options; Response rates; Questionnaire design; Rating scales; Introducing the survey; Analysis; Benchmarking and improving your performance; The mirror survey; Feedback; The business case for customer satisfaction. Appendices: Self-completion questionnaire; Telephone survey questionnaire; Mirror survey questionnaire; Satisfaction benchmark.