Satisfaction guaranteed: a marketing research approach to measuring customer satisfaction and identifying competitive opportunities

In: The journal of business & industrial marketing, Volume 4, Issue 2, p. 5-16

Abstract

Addresses recent industrial and services market research literature
that points out the need for improving product quality and customer
service in response to stiffer competition. Offers a quantitative
approach for measuring current levels of satisfaction with one′s product
or service relative to the competition. Provides some basic marketing
research tools for identifying the components of customer satisfaction
and measuring the relative importance of each in managers′ overall
evaluations of the company and its products.