Customer satisfaction is dead

This paper will be look at the doubts and misgivings about customer satisfaction research, as well as proposing a call to action.

Customer Satisfaction Is Dead

Are research agencies alive?

David Jamieson Maritz Research UK

Introduction

'The most useless term in the world is customer satisfaction'. Bob Nardelli, GE Power Systems.

Strong words. Particularly when you consider that customer satisfaction is one of the largest segments in today's global market research industry, with an annual value of some 80 million in the UK alone.

As a concept, customer satisfaction research really took off in the '70s when some of the more enlightened companies realised that customers were important and that perhaps their production...

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