Satisfied with your customer analysis methods?
While there has been good progress in the past several years in the conceptualization and understanding of the determinants of satisfaction, analytic methods for understanding customer satisfaction have been stagnant. The authors first review these problems and suggest alternative analysis methods. These problems and solutions are illustrated with a multi-country dataset on a consumer electronics product, collected as part of a customer satisfaction survey in three Central American countries. The paper includes suggested improvements to standard customer satisfaction analyses.
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