Researching Customer Satisfaction and Loyalty

Preface

Two themes run through this book. The first is that staff in customer-centric organizations understand the relationship between customer satisfaction, loyalty and profits. They also understand how to use market research to provide a competitive edge. However, they recognize that there is no simple management model or research technique that will provide a clear and unambiguous answer as to what drives customer satisfaction and customer loyalty.

The second theme is that market researchers have the business tools that can enable organizations to fully understand their customers’ perceptions, attitudes and behaviours. However, some of these tools reside within client companies and others reside with professional market research agencies. ...