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Innovation and Best Practice
for Business Success

Established 1967



Researching Customer Satisfaction and Loyalty

Researching Customer Satisfaction and Loyalty

How to Find Out What People Really Think

Paul Szwarc

£24.95

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.

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About the book

Customer satisfaction and loyalty has been one of the largest areas of market research for the past twenty years, and interest in it continues to increase. Organizations today invest heavily in programmes designed to retain customers as they recognize the importance of having loyal, committed customers to sustain and increase company profits.

Researching Customer Satisfaction and Loyalty is a vital guide to this expanding area. It examines how to research customer satisfaction from both a client and a supplier perspective, and how to get the best results from that research. The breadth of detail is exhaustive and topics covered include: the development of customer satisfaction and loyalty, management theories about it, qualitative and quantitative research, and how market research projects get commissioned. The book also looks at the factors that both supplier and client need to consider when preparing a research brief and proposal, how interest in this area is changing and what the future holds for research into customer satisfaction.


Table Of Contents

  • Section - ONE: Introduction and theory;
    • Chapter - 01: Introduction to customer satisfaction and loyalty;
    • Chapter - 02: Theories and strategies for measuring and improving customer satisfaction and loyalty;
    • Chapter - 03: Qualitative research;
    • Chapter - 04: Quantitative research;
  • Section - TWO: Getting started;
    • Chapter - 05: The project briefing;
    • Chapter - 06: The proposal;
    • Chapter - 07: Sampling;
    • Chapter - 08: What to ask;
  • Section - THREE: ‘Touching’ the consumer;
    • Chapter - 09: Facing the consumer;
  • Section - FOUR: Outputs;
    • Chapter - 10: Analysis;
    • Chapter - 11: Reporting the findings;
  • Section - FIVE: What lies ahead?;
    • Chapter - 12: What lies ahead?



Book Details

About the Author

Paul Szwarc is a director at Network Research and Marketing Ltd. He has 25 years' experience of consumer and business-to-business research, and has worked on both the client and supply side in the UK and Canada. An expert in the consumer financial sector, he has directed multi-country projects on customer loyalty and retention, new product/service development, and employee satisfaction in the UK, European and North American markets.


Paul Szwarc