Introduction 1
2 Why measure customer satisfaction? 5
3 Loyalty 13
4 The value–profit chain 21
5 Survey objectives 29
6 Understanding customer behaviour 47
7 Exploratory research 65
8 Sampling 85
9 Survey options 101
10 Questionnaire design 115
11 Interviewing skills 141
12 Analysis and reporting 147
13 PR aspects 177
14 Measuring loyalty 191
15 Modelling and forecasting 203
16 Maximising the benefits 211
Appendix 1: Examples of customer surveys 221
Appendix 2: SERVQUAL 241
Appendix 3: Glossary of terms 249
Appendix 4: Additional information 257
Appendix 5: Bibliography 261
Index

An examination of how to use research effectively. It takes the reader step-by-step through the process of designing and conducting a survey to generate accurate measures of customer satisfaction and loyalty. The research process is explained in detail, including questionnaire design, analysis and reporting, but the book also covers other elements of an effective customer satisfaction process. These include project planning, communicating with customers before, during and after the survey, and providing internal feedback and taking effective action to address issues raised by the survey. This new edition (previously published as "Handbook of Customer Satisfaction Measurement") includes four new chapters on loyalty measurement. As well as examining the nature of loyalty, the book provides detailed information on how this complex concept should be measured. The satisfaction-profit chain and associated modelling and forecasting techniques are also explained.