Improving Your Measurement of Customer Satisfaction: A Guide to Creating, Conducting, Analyzing, and Reporting Customer Satisfaction Measurement Programs

Rating:
Summary: A comprehensive guidebook
Review: I strongly recommend this book to anyone involved in measuring customer satisfaction, including market research practitioners. It takes the reader on a logical journey from the theories of customer satisfaction/loyalty to the practical realities of conducting a meaningful survey that provides useful and valid information. There are lots of up-to-date examples of scales, analytic procedures, and best practices. I have at least 10 Post-Its in my copy, and expect the book to become well-worn as I am referring to it constantly.