Satisfied or satiated?

Date of publication: June 15, 1993

Abstract:

This paper attempts to identify some of the reasons why so many customer satisfaction surveys fail to satisfy their clients and run aground within two to three years of being set up. In discussing the issues confronting the researcher, it describes some of the difficulties of measuring customer satisfaction, and indicates the ways in which these might be overcome. Finally, it attempts to outline the directions in which this type of research needs to develop in the future if it is to maintain its value.

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