The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research.
Chapter 27: Customer Satisfaction Research
Customer Satisfaction Research
This chapter entertains the general field of consumer (customer) satisfaction research in a manner expanding upon more general treatises. Whereas the field has been studied from many perspectives, the most common appearing in the areas of customer satisfaction surveys and customer satisfaction strategy, an alternative approach will be proposed. Most typically, works on customer satisfaction survey measurement take the form of “how to form scales and summarize results,” and those on customer satisfaction strategy take the form of “how to generate satisfied customers and alleviate dissatisfaction.” While these are worthy endeavors, it remains that little in-depth analysis has been performed on conceptually based managerially actionable strategies within the satisfaction response.
Unfortunately, these early perspectives have not significantly advanced the progress of ...