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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 285.

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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 comparison of consumer and business-to-business customer satisfaction research

Published
October 2004
Author
Doug Berdie
Abstract
An examination of the role of customer satisfaction research in the business-to-business and consumer settings highlights how each situation influences the measurement of satisfaction.

A comparison of mystery shopping studies and customer satisfaction studies

Published
January 2000
Author
Elaine Buxton
Abstract
Companies need customer satisfaction information in order to serve customers better both immediately and in the long run. In this article, customer satisfaction studies and customer service measurement studies, such as mystery shopping, are compared and contrasted.

A guide to developing a CRM process in the health care setting

Published
June 2005
Author
Nancy Paddison
Abstract
This article covers the process of applying customer relationship management techniques in the health care setting, using CRM as a support for strategic planning, building loyalty and promoting organizational strengths.

A look at the customer survey process at Caterpillar Inc.

Published
November 1990
Author
Brett Blackwell
Abstract
Caterpillar Inc. conducted focus groups and mailed surveys to determine its customers’ perception of product quality and potential areas for improvement.

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 primer on linkage research

Published
October 2003
Authors
Kyle Lundby and Christianson DeMay
Abstract
If the goal is to improve customer loyalty and profitability, how do you determine where to focus time and energy in order to have the greatest impact? One solution is linkage research - a method that uses statistical modeling to identify relationships. This article reviews many of the key aspects that can make your linkage efforts successful.

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 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 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.

Achieve satisfaction through customer experience management

Published
October 2005
Author
David Rich
Abstract
Customer experience management (CEM) views the customer as a whole series of interactions across a variety of channels. CEM incorporates customer satisfaction and customer experience measurements, as well as customer relationship management, into one complete view of the customer across channels.

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.

Analyzing satisfaction data in the health care setting

Published
June 2004
Author
Patrick Quinlan
Abstract
The nature of the relationship between service quality and satisfaction has been historically undefined. By understanding their combined impact on intent to purchase could provide great insight. Using a rural Michigan hospital as an example, the author explores how research was used to measure patient expectations of hospital performance.

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.

Ariba’s satisfaction research program has made listening to the customer a company-wide habit

Published
October 2006
Author
Roger Blumberg
Abstract
Customer satisfaction research is now ingrained in the corporate culture of spend management firm Ariba. How it got there and how it is implemented is the subject of this article.

As banks strive to build relationships, a national tracking study finds that good service is still key for customers

Published
October 2007
Authors
Debra Dahab, Laura O'Gara and Julian Vermass
Abstract
A nationwide tracking study of banks and their customers shows that old-fashioned customer service is still a major factor in creating satisfied and loyal bank clients.

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.