Summary of Measuring Customer Satisfaction and Loyalty
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Manufacturing companies use objective measurements to ensure the quality of their products, but if you run a primarily service-related business, how can you control quality? According to survey design consultant Bob E. Hayes, you should use the same type of rigorous statistical analysis a manufacturer would adopt but apply different methods to design and deliver your customer satisfaction questionnaires. Hayes shows you how in this manual, the third edition of his book. He provides a detailed examination of survey design and statistical analysis, with refreshers on everything you’ve forgotten from your college statistics class. Mathematical analysis and survey examples make up the first two-thirds of the volume, while supporting appendices fill the rest. This is not an easy read, but getAbstract recommends it as a useful reference to anyone conducting customer satisfaction surveys, particularly in service businesses.
In this summary, you will learn
- How to measure quality,
- How to evaluate customer satisfaction in three steps, and
- How to construct and use a survey questionnaire.
About the Author
Bob E. Hayes, president and founder of Business Over Broadway, a survey-design consulting firm, has a PhD in industrial organizational psychology.