True loyalty - the predictive value of customer satisfaction indicators

Ton Otker, Maarten Schellekens, Harm van Leeuwen and Reinier Heutink

Both product and customer care impact company-customer relationships. Management needs information on their performance and relationship with future business growth, and a wide variety of opinions and scientific research exists on best indicators.

True loyalty – the predictive value of customer satisfaction indicators

Ton OtkerPhilips Consumer Electronics, Netherlands

Maarten SchellekensPhilips Domestic Appliances and Personal Care, Netherlands

Harm van Leeuwen and Reinier HeutinkInterview-NSS, Netherlands

INTRODUCTION

The Importance of Customer Care

In the past decade, customer care has gained an ever-increasing importance in company strategies. Many organisations are aware of the fact that – in addition to classical marketing factors – delivering excellent pre- and after-sales service offers new possibilities to stand out in the market.

The increasing importance of customer service and customer care is also a consequence of...

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