Satisfied with your customer satisfaction analysis methods? You shouldn't be!
Steven H. CohenSHC & Associates, United States
Leopoldo NeiraLatiNetwork Dichter & Neira, Panama
INTRODUCTION
Customer Satisfaction research has been utilized for many years to understand how customers respond to various policy initiatives of companies and to evaluate company performance from the customer's perspective. There is a rich literature on customer satisfaction research and analysis (Allen and Rao, 2000; Dutka, 1993; Hayes, 1992; Myers, 1999) and many consulting and marketing research firms (CFI Group, 2003; Vavra, 1996) have developed “proprietary” methodologies for analyzing these data.
To illustrate the importance...