A Framework for Monitorin Customer Satisfaction

作 者:Subhash Sharma Ronald W. Niedr  阅读次数:4667次  发布日期:2005-07-08


Monitoring customer satisfaction is one of the most important goals of a firm as research studies suggest that customer dissatisfaction is the overwhelming reason why customers leave a company [1]. Furthermore, customer satisfaction has been shown to increase loyalty, increase repeat purchase intentions, generate positive word-ofmouth, and generate less complaint behavior [2]. In contrast, customer dissatisfaction increases switching behavior, generates negative word-of-mouth, and increases complaint behavior [3]. Thus, customer satisfaction has an impact on revenue generation and cost of doing business.  

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