Researching Customer Satisfaction & Loyalty: How to Find Out What People Really Think
- 5h 10m
- Paul Szwarc
- Kogan Page
- 2005
Customer satisfaction and loyalty has been one of the main growth areas in market research over the past 20 years, and interest in it continues to increase. Organizations today invest heavily in programs designed to retain customers, as they recognize the importance of loyalty and commitment if they are to sustain and increase company profits.
Researching Customer Satisfaction & Loyalty is the definitive 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, with topics covered including:
- current theories underpinning customer satisfaction and loyalty;
- how to define your research requirements;
- what agencies need to consider when proposing research;
- sampling, questionnaire design and construction;
- face-to-face interactions with the consumer;
- analyzing and reporting for maximum business benefit;
- what the future could hold for customer satisfaction and loyalty.
Part of the Market Research in Practice series and published in association with the Market Research Society, this insightful book is invaluable for students, market researchers and research users alike. Comprehensive and accessible, it provides guidance on all the practical tasks involved in the creation and running of a project, and also looks at what the future holds for research into customer satisfaction.
About the Author
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.
In this Book
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Introduction to Customer Satisfaction and Loyalty
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Theories and Strategies for Measuring and Improving Customer Satisfaction and Loyalty
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Qualitative Research
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Quantitative Research
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The Project Briefing
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The Proposal
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Sampling
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What to Ask
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Facing the Consumer
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Analysis
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Reporting the Findings
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What Lies Ahead?
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Bibliography
