Satisfaction guaranteed: a marketing research approach to measuring customer satisfaction and identifying competitive opportunities

Abstract

Addresses recent industrial and services market research literature that points out the need for improving product quality and customer service in response to stiffer competition. Offers a quantitative approach for measuring current levels of satisfaction with one′s product or service relative to the competition. Provides some basic marketing research tools for identifying the components of customer satisfaction and measuring the relative importance of each in managers′ overall evaluations of the company and its products.

Citation

Linda Pacheco, P. (1989), "Satisfaction guaranteed: a marketing research approach to measuring customer satisfaction and identifying competitive opportunities", Journal of Business & Industrial Marketing, Vol. 4 No. 2, pp. 5-16. https://doi.org/10.1108/EUM0000000002727