Customer satisfaction studies

Date of publication: June 15, 2005

Author: ESOMAR B.V.


Customer Satisfaction Studies (CSS) have been carried out for very many years. More recently their importance and role have however altered considerably. First, they have become one of the fastest growing sectors of the research industry. Second, their role has changed in response to increasing competition in world markets and the growth of newer forms of marketing. In the past CSS were primarily a method of monitoring company performance and of under-standing market dynamics. Now they assist also in the extremely rapid development of customer relationship marketing and database management. Current customer satisfaction studies can thus range from projects on how and why customers respond as they do to a client’s products or services, to others which are designed to enrich marketing databases and to help strengthen direct one-to-one relation-ships between the client organisation and its individual customers.



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