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Marketing Research Articles Related to Customer Satisfaction Studies

Marketing Research Articles Related to Customer Satisfaction Studies

Showing items 1-20 of 268.

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A better customer satisfaction scale

Published
October 1999
Author
Howard Waddell
Abstract
Traditional rating scales used for customer satisfaction measurement have significant weaknesses when used in practical situations. This article discusses customer satisfaction scales, including one that is more straightforward than traditional scales.

A call for satisfaction

Published
October 2001
Authors
Gene Stefaniak, Z.R. Silk Tasby and Bruce Westcott
Abstract
Long John Silver’s Restaurants Inc. used interactive voice response to measure customer satisfaction, the results of which have been an escalation in customer service performance and manager involvement.

A global perspective

Published
November 2000
Author
Joseph Rydholm, Quirk's Editor
Abstract
This article discusses the Global Airline Performance (GAP) study, a joint venture between P. Robert and Partners (PRP), a Swiss research firm, and the London-based Aviation Information and Research unit of IATA, the International Air Transport Association. The syndicated study uses a two-part survey to measure the opinions of air travelers on 22 airlines departing from 30 airports in North America, Europe and Asia. Each year, 240,000 passengers are interviewed. Depending on the airline routes being researched, the survey can be conducted in seven languages: English, French, Dutch, German, Swedish, Chinese or Japanese.

A new approach for analyzing customer satisfaction studies

Published
February 1993
Author
Randy Hanson
Abstract
This article describes the use of vulnerability analysis to show the relationship between an individual attribute and a dependent measure when analyzing data from customer satisfaction surveys. The author presents four ways in which vulnerability analysis goes beyond simply using a graph showing each attribute's importance and satisfaction levels in a simple two-dimensional scatterplot.

A response to Grisaffe

Published
February 1993
Author
William McLauchlan, Ph.D.
Abstract
This article responds to an article by Doug Grisaffe's, published in this month’s Quirk’s Marketing Research Review, in which Grisaffe critiqued the author’s views about the strengths of using self-stated importance and the weaknesses of using multiple regression analysis to measure customer satisfaction.

A simple method of setting priorities for improving customer service

Published
October 1997
Author
Howard Waddell
Abstract
When faced with a number of individual product or service elements that are in some way deficient, an organization must decide which element to address first. This article explores a method for determining the elements that have the greatest influence on overall customer satisfaction.

A slight change in the route

Published
October 2006
Authors
Lori Laflin and Michele Hanson
Abstract
The Minnesota Department of Transportation found that changing the question order in a long-time study had some interesting and ultimately beneficial effects.

A stepwise loyalty process

Published
October 1999
Authors
Marion S. Picard and Kathi McGregor
Abstract
Customer loyalty is important for company success. This article details seven steps to create customer loyalty.

A strong connection

Published
October 1998
Author
Robert Brass
Abstract
GTE Internetworking (GTEI) uses an external customer satisfaction survey and an internal process based on this information in a highly disciplined way to continually increase company quality and customer satisfaction.

A survey of scanner data users finds problems with data analysis, assimilation

Published
November 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
Temple, Barker & Sloane, Inc. interviewed research management personnel in 51 U.S. consumer products firms to gain an understanding of how firms use scanner tools and data and their expectations of and satisfaction with scanner data. This article provides information discovered in that research.

A two-prong approach to B2B customer satisfaction research

Published
April 2013
Author
John Coldwell
Abstract
The author suggests that a best practice for B2B customer satisfaction research should include two parallel systems: ongoing telephone interviews and periodic in-depth surveys.

A united effort

Published
October 1996
Author
Joseph Rydholm, Quirk's Editor
Abstract
The Twin Cities United Ways used a print survey to investigate customer satisfaction among three core segments: employees of large corporations who contribute through workplace donation programs, volunteers and agencies. The research has provided valuable donor information.

A vital link

Published
October 2004
Author
Nancy Cook
Abstract
Don’t overlook the role of employees in the customer satisfaction process. Surveys can help measure how well-equipped they feel in their jobs and identify factors that could adversely affect customer opinions.

Advising the advisors

Published
February 1996
Author
D.L. Hudella
Abstract
American Express Financial Advisors improved assessment effectiveness of client acquisition techniques (CAT) by redesigning its CAT questionnaire. Improved response rates and other factors allowed its research department to provide high-quality data quarterly to internal partners for resource planning.

An alternative method of reporting customer satisfaction scores

Published
October 1998
Authors
Rajan Sambandam and George Hausser
Abstract
While customer satisfaction evaluations are widely used, score reporting isn't consistent. This article discusses various methods of reporting customer satisfaction scores, including an alternative the authors have found useful.

An integrated approach

Published
October 1997
Author
Jim Slevin
Abstract
Advanced Micro Devices switched from conducting its annual customer satisfaction survey face-to-face and via telephone interviews and mail questionnaires to primarily an Internet survey. This article describes the details of this effort, believed to be the first annual, worldwide customer satisfaction survey by a Fortune 500 company using the Internet as its primary medium.

Appropriate use of regression in customer satisfaction analyses:

Published
February 1993
Author
Doug Grisaffe
Abstract
In October, 1992 Quirk’s Marketing Research Review, Dr. William McLauchlan critiqued the use of multiple regression analysis to model customer satisfaction and asserted that self-stated importance is a superior approach. The author of this article disagrees with McLauchlan, and uses this article to respond to these critiques and explain why multiple regression analysis would be a more powerful choice of analysis technique.

Are you collecting too much information in your 'voice of the customer' process?

Published
October 1999
Authors
John Goodman, Colleen Bush and Eden Segal
Abstract
Building on the January 1999 article “’Voice of the Customer’ Disconnects Still Exist in Most Companies,’” this article addresses fundamental shortcomings in the design of the VOC process.

Assessing customer requirements: the Kano method

Published
October 1998
Authors
Vince Farace and Mike Swenson
Abstract
Satisfying customers begins the moment a business decides to market a product, service, or product and service bundle. This article describes a measurement process for assessing customer reactions to the features included in the product/service bundle.

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