Abstract:

This paper is an attempt to bring back Customer Satisfaction research to a precise task, and to present a straightforward method for accomplishing it. The task: point out areas where improvements are most likely to improve the customer retention rate. A data collection technique is presented which overcomes two major drawbacks of traditional methods. First, it deals with basic satisfaction correctly. Second, the swiftness of the interview allows for satisfaction and importance data to be collected single source. A case example illustrates how the method performs its task.