Customer satisfaction and loyalty has been one of the largest areas of market research for the past twenty years, and interest in it continues to increase. Organizations today invest heavily in programmes designed to retain customers as they recognize the importance of having loyal, committed customers to sustain and increase company profits. Researching Customer Satisfaction and Loyalty is a vital guide to this expanding area. It examines how to research customer satisfaction from both a client and a supplier perspective, and how to get the best results from that research. The breadth of detail is exhaustive and topics covered include: the development of customer satisfaction and loyalty, management theories about it, qualitative and quantitative research, and how market research projects get commissioned. The book also looks at the factors that both supplier and client need to consider when preparing a research brief and proposal, how interest in this area is changing and what the future holds for research into customer satisfaction.

This practical guide examines how to research customer satisfaction and loyalty from both a client and supplier perspective, and how to get the best results from such research.

About the Author
Paul Szwarc is a director at Network Research and Marketing Ltd. He has 25 years' experience of consumer and business-to-business research, and has worked on both the client and supply side in the UK and Canada. An expert in the consumer financial sector, he has directed multi-country projects on customer loyalty and retention, new product/service development, and employee satisfaction in the UK, European and North American markets.

Reviews
"Comprehensive and accessible guidance on all the practical tasks involved in creating and running projects." In-Store "Its greatest strength is that it preaches the virtues of being customer-centric. As the author rightly states, a dissatisfied customer represents a real cost to an organisation." www.mediaweek.co.uk "This guide to researching customer satisfaction and loyalty is divided into four sections which describe the different stages to be followed, from theory (quantitative and qualitative research) to the analysis of data, with the intermediate stages of the survey methodology (in-house research or through an agency) and the customer interview." EFMA Magazine "A guide to researching customer satisfaction from the viewpoints of clients and suppliers." Reference and Research Books "Does an outstanding job of answering or at least touching on nearly every question you might have as you contemplate a satisfaction research program." Quirk's Marketing Research Review "The Market Research in Practice series are excellent publications. They offer students the opportunity to study core topics separately and in depth." Graham Webb, Senior Programmes Manager, Marketing, Sales & Retail, Park Lane College, UK "The content is perfect for client company managers, for newcomers to research agencies and for students of marketing research...Readers who want to go further can choose from over 80 references." International Journal of Market Research "Its greatest strength is that it preaches the virtues of being customer-centric. As the author rightly states, a dissatisfied customer represents a real cost to an organisation." Media Week



Book Information
ISBN 9780749443368
Author Paul Szwarc
Format Paperback
Page Count 272
Imprint Kogan Page Ltd
Publisher Kogan Page Ltd
Weight(grams) 449g
Dimensions(mm) 233mm * 153mm * 25mm