Using neural networks to put customer satisfaction data into action
Klaus Stadtler and Thomas LiehrInfratest Burke Gmbh Co., Germany
Measuring Customer Satisfaction
Customer orientation is a key business issue. Human beings do business with human beings, not with companies. A company therefore has to manage its relationship with its business partners. Monitoring customer reactions is becoming an increasingly important part of corporate market orientation. It would appear that customer satisfaction research and consulting approaches will be a very important market in coming years.
The basic goalof any customer satisfaction measurement program is to provide a...