Attitudes Towards Customer Satisfaction Measurement in the Retail Sector
Alan Wilson, Strathclyde University
INTRODUCTION
Customer satisfaction measurement has seen a dramatic growth over the past 15 years. Many service companies spend as much as half of their research budget on the measurement of satisfaction (Savage 1999). However, there has been criticism in a number of the marketing and management press (e.g. Marketing News (Brandt 1997); Direct Marketing (Pruden 1997); American Banker (Reichheld 1995)). In particular, Brandt (1997) stated that satisfaction scores have become an expensive end in themselves as a result of companies failing to link...