Previous Chapter Chapter 11: A Customer Satisfaction Research Prospectus
Chapter 11: A Customer Satisfaction Research Prospectus
Customer satisfaction drives future profitability. It is a vital measure of performance for firms, industries, and national economies. However, although there has been extensive investigation of customer satisfaction at the level of the individual, there has been relatively little research addressing the role of customer satisfaction at the microeconomic or macroeconomic level. This chapter provides a prospectus for future customer satisfaction research by discussing theoretical, empirical, and methodological issues arising at both the microeconomic and macroeconomic levels, as well as identifying similar, unaddressed issues at the individual level. In addition, several high-priority directions for future research are identified.
What drives future profitability? If customers are the ultimate source of all ...