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- Title
Acting on customer feedback.
- Authors
Legare, Thomas L.
- Abstract
The article discusses customer satisfaction measurement. According to research conducted by the Forum Corp., 70 percent of the reasons why customers left companies had nothing to do with the product. Customer service should encompass broader product and non-product components of customer satisfaction. A survey research and feedback method is currently used by most companies to measure customer satisfaction, but early participation of organization members in the design and collection of data has been shown to increase the relevance and acceptance of the feedback.
- Subjects
CUSTOMER satisfaction; SURVEYS; BUSINESS enterprises; MANUFACTURED products; CUSTOMER feedback; MEASUREMENT; FORUM Corp.; CUSTOMER relations
- Publication
Marketing Research, 1996, Vol 8, Issue 1, p46
- ISSN
1040-8460
- Publication type
Article