Researching customer satisfaction & loyalty : how to find out what people really think /
Szwarc, Paul,
Researching customer satisfaction & loyalty : how to find out what people really think / Researching customer satisfaction and loyalty Paul Szwarc. - xiv, 258 pages ; 24 cm. - Market research in practice series . - Market research in practice series. .
Introduction to customer satisfaction and loyalty -- Theories and strategies for measuring and improving customer satisfaction and loyalty -- Qualitative research -- Quantitative research -- The project briefing -- The proposal -- Sampling -- What to ask -- Facing the consumer -- Analysis -- Reporting the findings -- What lies ahead? 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.
"This book is invaluable for students, market researchers and research users alike. Comprehensive and accessible, it provides guidance on all the practical tasks involved in the creation and running of a project, and also looks at what the future holds for research into customer satisfaction."--BOOK JACKET.
0749443367 9780749443368
Customer loyalty
Consumer satisfaction
658.8343
Researching customer satisfaction & loyalty : how to find out what people really think / Researching customer satisfaction and loyalty Paul Szwarc. - xiv, 258 pages ; 24 cm. - Market research in practice series . - Market research in practice series. .
Introduction to customer satisfaction and loyalty -- Theories and strategies for measuring and improving customer satisfaction and loyalty -- Qualitative research -- Quantitative research -- The project briefing -- The proposal -- Sampling -- What to ask -- Facing the consumer -- Analysis -- Reporting the findings -- What lies ahead? 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.
"This book is invaluable for students, market researchers and research users alike. Comprehensive and accessible, it provides guidance on all the practical tasks involved in the creation and running of a project, and also looks at what the future holds for research into customer satisfaction."--BOOK JACKET.
0749443367 9780749443368
Customer loyalty
Consumer satisfaction
658.8343