Researching Customer Satisfaction and Loyalty
Published With: Market Research Society
This practical guide examines how to research customer satisfaction and loyalty from both a client and supplier perspective, and how to get the best results from such research.
Published in association with the Market Research Society Researching Customer Satisfaction and loyalty shows the importance of having loyal, committed customers to sustain and increase company profits – and the consequences of losing them
A vital guide, which explains how you research customer satisfaction from both a client and a supplier perspective, and how to get the best results from that research.
REVIEWS :“Comprehensive and accessible guidance on all the practical tasks
involved in creating and running projects.”
In-Store
“Its greatest strength is that it preaches the virtues of being
customer-centric. As the author rightly states, a dissatisfied customer
represents a real cost to an organisation.”
www.mediaweek.co.uk
“This guide to researching customer satisfaction and loyalty is
divided into four sections which describe the different stages to be
followed, from theory (quantitative and qualitative research) to the
analysis of data, with the intermediate stages of the survey methodology
(in-house research or through an agency) and the customer interview.”
EFMA Magazine
“A guide to researching customer satisfaction from the viewpoints
of clients and suppliers.”
Reference and Research Books
“Does an outstanding job of answering or at least touching on
nearly every question you might have as you contemplate a satisfaction
research program.”
Quirk’s Marketing Research Review
Paperback, 272 Pages, Dimensions 234 x 153 MM Language English.
Setting the scene - what is customer satisfaction and why has it become a growth area?;
Getting started - from preparing the brief to determining the size of the team needed;
The proposal;
Project commencement;
What to ask? - designing questions;
Facing the consumer; Analysis;
Reporting the findings;
Moving on - follow up work and the future of researching customer satisfaction.
Paul Szwarc is a Director at Network Research and Marketing Ltd. He has over 25 years' experience of consumer and business-to-business research. An expert in the consumer financial sector, he has directed multi-country projects covering the United Kingdom, Europe, Australasia and the United States on customer loyalty and retention, as well as research into new product/service development, and employee satisfaction.