Some issues in conducting customer satisfaction surveys
Journal of Marketing Practice: Applied Marketing Science
ISSN: 1355-2538
Article publication date: 1 March 1997
Abstract
Difficulties in conducting effective surveys to address customer satisfaction issues can be a significant problem in marketing practice. Addresses four of the most crucial methodological issues encountered with customer satisfaction surveys, namely sampling frames, quality of survey data and instruments, non‐response problems, and reporting of results and interpretation. Provides implications and guidelines.
Keywords
Citation
Lin, B., Professor, Jones, C.A. and Professor (1997), "Some issues in conducting customer satisfaction surveys", Journal of Marketing Practice: Applied Marketing Science, Vol. 3 No. 1, pp. 4-13. https://doi.org/10.1108/EUM0000000004317
Publisher
:MCB UP Ltd
Copyright © 1997, MCB UP Limited