How To Write A Business Plan, Fourth Edition

3Diagnosing and Measuring Customer Satisfaction

Learning Objectives

By the end of this chapter, you should be able to:

•  Describe at least three reasons for measuring customer satisfaction.

•  Define customer value model.

•  List the four levels in the hierarchy of customer expectations and give an example for each level.

•  Explain the difference between demographic data and psychographic data.

•  Define customer research and customer satisfaction measurement and explain when each is used.

•  Outline the ten key steps in customer satisfaction measurement.

External diagnosis, the second component of the situational diagnosis, focuses on the structure ...