The present document studies the advantages and benefits of the Customer Satisfaction Measurement (CSM) studies in a highly competitive market as is the case in the department store sector in Chile. In particular the benefits contributed by the satisfaction study are established in a dynamic and comparative analysis during a specific period of time. The purpose of the study is to determine the concrete processes by which the department stores should make decisions and implement actions so as to improve the perceived quality of customer satisfaction.
Author: Norah Schmeichel
May 1, 1997
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