Researching Customer Satisfaction and Loyalty

02Theories and strategies for measuring and improving customer satisfaction and loyalty

This chapter provides a brief introduction to some of the more common theories and strategies that are used by organizations to improve cus- tomer satisfaction and loyalty in their pursuit of improving profits and shareholder value. A basic understanding of these approaches should help market researchers, on both the client and supply sides of the profession, to design appropriate research. The chapter has been spilt into three sections. The first section looks at some of the more common models of customer satisfaction used at a strategic level within organizations. The second section looks at some of the more common operational models, while the third section ...