Abstract:

In 1990, the Quality Department of TELEFONICA DE ESPANA has designed a Programme of Quality Surveys, designated to know and improve the satisfaction of her clients, which afterwards has been carried out during all the year by ICP/RESEARCH, S.A. (INRA-SPAIN). This is not simply an unjustified concession to the waves of fashion. The interest for quality is more profound and is born by the very nature of a public service. In a competitive market, the dissatisfaction of the user with the quality of a service is reflected quickly in the benefits account. If you don't give to the people what they want and in the way they want it, they go to the com petition or simply cut down the budget. The sales figures are a good indirect indicator of the level of satisfaction.