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Researching Customer Satisfaction and Loyalty: How to Find Out What People Really Think (Market Research in Practice) - Softcover
Inhaltsangabe
Customer satisfaction and loyalty has been one of the largest areas of market research for the past twenty years, and interest in it continues to increase. Organizations today invest heavily in programmes designed to retain customers as they recognize the importance of having loyal, committed customers to sustain and increase company profits.
Researching Customer Satisfaction and Loyalty is a vital guide to this expanding area. It examines how to research customer satisfaction from both a client and a supplier perspective, and how to get the best results from that research. The breadth of detail is exhaustive and topics covered include: the development of customer satisfaction and loyalty, management theories about it, qualitative and quantitative research, and how market research projects get commissioned. The book also looks at the factors that both supplier and client need to consider when preparing a research brief and proposal, how interest in this area is changing and what the future holds for research into customer satisfaction.
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Über die Autorin bzw. den Autor
Paul Szwarc is a Director at Network Research and Marketing Ltd. He has over 25 years' experience of consumer and business-to-business research. An expert in the consumer financial sector, he has directed multi-country projects covering the United Kingdom, Europe, Australasia and the United States on customer loyalty and retention, as well as research into new product/service development, and employee satisfaction.
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Setting the scene - what is customer satisfaction and why has it become a growth area?; Getting started - from preparing the brief to determining the size of the team needed; The proposal; Project commencement; What to ask? - designing questions; Facing the consumer; Analysis; Reporting the findings; Moving on - follow up work and the future of researching customer satisfaction.
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