Does It Pay To Invest In Customer Satisfaction?

Effects of customer satisfaction measurement and improvement on earnings

Hannsfriedrich Braun
Lufthansa Cargo AG, Business Intelligence
Ambros Scope
Imagin (Schweiz) AG


Measuring and improving customer satisfaction has become more and more important and is a significant part of Total Quality Management Systems (e.g. EFQM or ISO). Delivering empirical proof that increase of customer satisfaction leads to a better rate of return or yield is important to companies as well as to consultants and market researchers.