Abstract:

As competition for business becomes more and more intense in the Middle East region, delivery of quality customer service has become a major goal for many companies in the region. This paper analyses the challenge faced by market research suppliers in developing customer satisfaction programmes, which whilst specific to the Middle East and North African region, are also valid at a multi- country level Specific reference is made to features of the Customer Satisfaction Surveys developed by Pepsi Cola International in 1994 and 1995.