By Paul Szwarc
* contains either a consumer and provider standpoint of marketplace study on buyer delight and loyalty
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Extra resources for Researching Customer Satisfaction & Loyalty: How to Find Out What People Really Think (Market Research in Practice)
When asked why they had scratched the cards, they said they knew it was stupid as they knew they were going to find that they had a winning combination, but they did it because they liked the feeling it gave them. ‘Everyone likes to be a winner’ was a common response. Lesson learnt Select the research method carefully and do not discard out of hand contradictory evidence from other sources. Where findings are in conflict, look for possible causes, and time permitting, conduct further tests to improve learning and knowledge.
Qxd 07/06/2005 08:28 am Page 28 Introduction and Theory RESEARCH MODELS There are a plethora of research agencies that claim their model or approach for measuring customer satisfaction will provide an organization with a competitive edge or some other business benefit. Many of these models usually contain one or more of the following elements: ■ ■ ■ ■ ■ ■ ■ employee perceptions or satisfaction; customer satisfaction; brand values and image; price or value for money; advocacy and loyalty; competitive benchmarking; financial outputs (that is cost savings or gains in terms of new customers or incremental business).
The second section looks at some of the more common operational models, while the third section addresses some issues pertaining to market research. It isn’t that we build such bad cars; it’s that they are such lousy customers. qxd 07/06/2005 08:28 am Page 17 Theories and Strategies for Measuring Satisfaction It would be impossible to cover in any detail in an introductory textbook such as this the vast number of different business models and theories that have been developed over the last couple of decades to improve customer satisfaction, loyalty and company profitability.
Researching Customer Satisfaction & Loyalty: How to Find Out What People Really Think (Market Research in Practice) by Paul Szwarc