Abstract:
The purpose of this article, then, is to help bring marketing back into the "mainstream" of the customer satisfaction movement by first describing the evolution of customer satisfaction measurement into the unique technology that it is today. Second, an attempt will be made to characterise some of the differences between customer satisfaction measurement and traditional marketing research. This includes a review of the necessary training and skill sets of company personnel (and outside consultants) who participate in running these programs. Finally, one of the newest trends in customer satisfaction measurement will be discussed, namely the efforts to globalise these programs.
Research Papers
Toward a common verbal scale of perceived quality
Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Author: Lawrence A. Crosby
 
September 1, 1992
Research Papers
Attribute importance
Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'
Authors: Gilbert Swinnen, Koen Vanhoof
 
November 1, 1996
