Researching Customer Satisfaction and Loyalty

How to Find Out What People Really Think

Paul Szwarc - Collection Market Research in Practice (MRS)

258 pages, parution le 03/07/2005

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Résumé

Customer satisfaction and loyalty has been one of the main growth areas in market research over the past 20 years, and interest in it continues to increase. Organizations today invest heavily in programmes designed to retain customers, as they recognize the importance of loyalty and commitment if they are to sustain and increase company profits.

Researching Customer Satisfaction & Loyalty is the definitive 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, with topics covered including:

current theories underpinning customer satisfaction and loyalty;
how to define your research requirements;
what agencies need to consider when proposing research;
sampling, questionnaire design and construction;
face-to-face interactions with the consumer;
analysing and reporting for maximum business benefit;
what the future could hold for customer satisfaction and loyalty.

Part of the Market Research in Practice series and published in association with the Market Research Society, this insightful book is invaluable for students, market researchers and research users alike. Comprehensive and accessible, it provides guidance on all the practical tasks involved in the creation and running of a project, and also looks at what the future holds for research into customer satisfaction.

L'auteur - Paul Szwarc

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.

Sommaire

Introduction And Theory
Getting Started
'Touching' The Consumer
Outputs
What Lies Ahead?
Appendix 1: Market research associations
Appendix 2: The Market Research Society Code of Conduct
Notes
Bibliography
Index

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Kogan Page
Auteur(s)	Paul Szwarc
Collection	Market Research in Practice (MRS)
Parution	03/07/2005
Nb. de pages	258
Format	15,5 x 23,5
Couverture	Broché
Poids	455g
Intérieur	Noir et Blanc
EAN13	9780749443368
ISBN13	978-0-7494-4336-8