Why customers are loyal

Date of publication: March 26, 2012


The subject of this paper is to discuss methodological assumptions concerning customer satisfaction studies. The authors, practitioners in this field, present their conclusions regarding the efficiency of measurement methods, data analysis and interpretation of the results. Their methodological discussion is based on real-life examples of customer satisfaction projects conducted at ING Bank (leading example) and in other market sectors, including telecom, the auto industry, and TV/Sat providers.

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