Provides both a client and supplier perspective of market research
on customer satisfaction and loyalty Provides guidance on the
practical tasks involved in the creation and running of a research
project An essential guide that focuses on core skills linked to
the burgeoning MRS training and qualifications programmes Written
by an experienced practitioner 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
General
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