Creating an effective customer satisfaction program

Abstract

Proposes an effective customer satisfaction program. Demonstrates that successful services companies have service packages, such as minimum service requirements and value added services that distinguish them from competitors. Offers five steps to greater customer satisfaction that focuses on satisfaction audits, service strategy development, employee relations, implementing tactics, and maintenance and feedback. Concludes that marketers must ultimately have a good understanding of the marketplace.

Citation

Cina, C. (1989), "Creating an effective customer satisfaction program", Journal of Business & Industrial Marketing, Vol. 4 No. 2, pp. 33-42. https://doi.org/10.1108/EUM0000000002729