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	Researching Customer Satisfaction & Loyalty by Paul Szwarc
	Price : Rs 395.00
	Your Price : Rs 355.50

Description: Customer satisfaction and loyalty has been one of the largest areas of market research for the past twenty years, and interest in it continues to increase. Organizations today invest heavily in programmes designed to retain customers as they recognize the importance of having loyal, committed customers to sustain and increase company profits.

Researching Customer Satisfaction and Loyalty is a vital guide to this expanding area. It examines how to research customer satisfaction from both a client and a supplier perspective, and how to get the best results from that research. The breadth of detail is exhaustive and topics covered include: the development of customer satisfaction and loyalty, management theories about it, qualitative and quantitative research, and how market research projects get commissioned. The book also looks at the factors that both supplier and client need to consider when preparing a research brief and proposal, how interest in this area is changing and what the future holds for research into customer satisfaction.

Contents: PART I INTRODUCTION AND THEORY • Introduction to customer satisfaction and loyalty • Theories and strategies for measuring and improving customer satisfaction and loyalty • Qualitative research • PART II GETTING STARTED • The project briefing • The proposal • Sampling • What to ask • PART III ‘TOUCHING’ THE CONSUMER • Facing the consumer • PART IV OUTPUTS • Analysis • Reporting the findings • PART V WHAT LIES AHEAD? • What lies ahead? • IndexISBN - 9780749446611

Pages : 272

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