CONSUMER SATISFACTION

Measuring Consumer Satisfaction



Measuring Consumer Satisfaction

Measuring satisfaction and building a satisfaction survey requires at least a basic knowledge of the satisfaction measurement literature, combined with your own customer satisfaction experiences. This brief tutorial provides such an introduction to the theoretical and methodological underpinnings of satisfaction research.

Effective marketing focuses on two activities: retaining existing customers and adding new customers. Customer satisfaction measures are critical to any product or service company because customer satisfaction is a strong predictor of customer retention, customer loyalty and product repurchase. (Simon, 1995)

Satisfaction measures involve three psychological elements for evaluation of the product or service experience: ...