Is customer satisfaction really reflected in traditional customer satisfaction measures?

Date of publication: June 15, 1994

Abstract:

This paper questions some of the conventional approaches and ways that many manufacturers look at and use customer service research, in particular, Customer Service Monitors: The use of vague 'scales' to measure performance. The way the importance of different aspects of service is measured  The way some Customer Service Monitors fail to reflect importance weighting It also looks at how mystery shopping and Customer Service Monitors (CSM's) results combined can be more useful to dealers and how integrated indices using CSM data, mystery' shopping data and internal performance data can provide an overall Customer Service Index which can give a clearer guide to dealers on how they are performing in terms of service delivery.

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