Summary of Measuring Customer Satisfaction and Loyalty

Survey Design, Use, and Statistical Analysis Methods

Quality Press,
First Edition: 1992 more...

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Measuring Customer Satisfaction and Loyalty book summary
To clarify the art of creating a customer satisfaction survey, read this detailed examination of survey design and analysis.


6 Overall

8 Applicability

7 Innovation

5 Style


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.


Gauging Quality
Many companies have an increasing interest in quality, a measure of how “products meet the requirements of people who use them.” The objective assessment of quality focuses on specific “hard” product aspects, like manufacturing specifications. For example, “quality of design...
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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.

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