Researching Customer Satisfaction and Loyalty: How to Find Out What People Really Think

Szwarc, Paul

ISBN 10: 0749443367 / ISBN 13: 9780749443368

Editore: Kogan Page, 2005

May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less. Codice articolo G0749443367I4N00

Riassunto:

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 the factors that both supplier and client need to consider when preparing a research brief and proposal, how interest in this area is changing and what the future holds for research into customer satisfaction.

Informazioni sull?autore: Paul Szwarc is a director at Network Research and Marketing Ltd. He has 25 years' experience of consumer and business-to-business research, and has worked on both the client and supply side in the UK and Canada. An expert in the consumer financial sector, he has directed multi-country projects on customer loyalty and retention, new product/service development, and employee satisfaction in the UK, European and North American markets.

Dati bibliografici

Titolo: Researching Customer Satisfaction and ...
Casa editrice: Kogan Page
Data di pubblicazione: 2005
Legatura: Paperback
Condizione: Very Good
Condizione sovraccoperta: No Jacket