Measuring Customer Satisfaction: Hot Buttons and Other Measurement Issues
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To be competitive in today's markets, a company must be sure it knows exactly what it takes to keep customers satisfied and loyal. In Measuring Customer Satisfaction, you'll learn just how to obtain that information. Author Myers takes the reader carefully, completely, and comprehensively through each step in developing an effective customer satisfaction measurement instrument and in analyzing survey results. He begins with a review of the origins of the customer satisfaction movement and concludes with recommendations for specific improvements in today's customer satisfaction measurement programs. This book is both detailed and expansive, providing information that can help any type of organization, from smaller business firms and not-for-profit organizations to huge multinational corporations and government bureaus.
I. BRIEF OVERVIEW.II. BACKGROUND, KEY TERMS, AND BASIC CONCEPTS.III. SPECIAL EFFECTS.IV. USES OF CONJOINT ANALYSIS.V. PRACTICAL ASPECTS OF DESIGNING AND EXECUTING A CONJOINT STUDY.VI. DIFFERENT TYPES OF CONJOINT ANALYSES.APPENDIX.REFERENCES.
