Measuring Customer Satisfaction: Hot Button and Other Measurement Issues

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.

Benefits:
• Provides an overview of four major types of rating scales to measure satisfaction, along with types and sources of survey attributes.
• Describes, illustrates, and evaluates a dozen different techniques to measure attribute importance.
• Evaluates effectiveness of different performance rating scale formats and makes recommendations.
• Discusses important measurement issues such as market damage assessment, "moving the needle," "critical breakpoints," and the reliability and vailidity of rating scale measurement.
• Presents several different approaches for developing a customer satisfaction index.
• Suggests ways to improve the internal administration of the customer satisfaction program, for maximum effectiveness.