The Handbook of Customer Satisfaction and Loyalty Measurement / Edition 3

by Nigel Hill, Jim Alexander

Overview

Customer satisfaction and loyalty are becoming increasingly important to most organizations since the financial benefits from improving them have been well documented. This book presents a thorough examination of how to use research to understand customer satisfaction and loyalty. It takes the reader step-by-step through the process of designing and conducting a survey to generate accurate measures of customer satisfaction and loyalty. The research process is explained in detail, including questionnaire design, analysis and reporting, but the book also covers other elements of an effective customer satisfaction process. These include project planning, communicating with customers before, during and after the survey, as well as providing internal feedback and taking effective action to address issues raised by the survey. There is also comprehensive coverage of loyalty measurement methodologies as well as the satisfaction-profit chain and associated modelling and forecasting techniques.

Product Details

ISBN-13:	9780566087448
Publisher:	Taylor & Francis
Publication date:	09/28/2006
Edition description:	3
Pages:	288
Product dimensions:	6.88(w) x 9.69(h) x (d)

About the Author

Nigel Hill has been involved in measuring customer satisfaction for 20 years, forming the Leadership Factor to specialize in the discipline in 1996. He has written extensively and spoken at conferences around the world on the subject and manages customer satisfaction projects for many leading companies. Jim Alexander has over 30 years' experience in using management information and market research for decision making. This includes commissioning market research and customer satisfaction studies for HP Bulmer, Volvo and Mercedes Benz and Rolls Royce. Jim now manages customer and employee satisfaction surveys for many of The Leadership Factor's major clients.

Table of Contents

Contents: Introduction; Why measure customer satisfaction?; Loyalty; The satisfaction-profit chain; Survey objectives; Understanding customer behaviour; Exploratory research; Sampling; Survey options; Questionnaire design; Interviewing skills; Analysis and reporting; PR aspects; Measuring loyalty; Modelling and forecasting; Maximising the benefits; Appendices: Examples of customer satisfaction questionnaires; SERVQUAL; Glossary of terms; Additional information; Bibliography; Index.

Editorial Reviews

Reviews of the previous editions: '... if you can't tell your PFIs from your PIMs then this is the tome to put you straight.' Loyalty Magazine 'A pragmatic tour-de-force. A comprehensive "how-to" guide to customer satisfaction and loyalty measurement. Clearly written. Easy to follow. In all, a book that sets itself an objective in Chapter 1 - to "explain how to carry out professional customer surveys...on which you can base important management decisions" - and then hammers on to fulfil its brief comprehensively.' The Institute of Direct Marketing Website

From the Publisher

Updated version of , adding four new chapters on the concept of customer loyalty. It discusses their necessity, but laments businesses' lack of attention to qualitative measurement. Methods and rationales are presented for sampling, survey options, questionnaire design, interviewing, and analysis but the reader is advised to look elsewhere for implementation details. Includes numerous appendices providing additional information, such as real surveys with questionnaires and other material. The volume is peppered with simplistic, and virtually superfluous, charts and figures. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Booknews