Description
Book SynopsisPaul 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.
Trade Review"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
Table of Contents
- Section - ONE: Introduction and theory;
- Chapter - 01: Introduction to customer satisfaction and loyalty;
- Chapter - 02: Theories and strategies for measuring and improving customer satisfaction and loyalty;
- Chapter - 03: Qualitative research;
- Chapter - 04: Quantitative research;
- Section - TWO: Getting started;
- Chapter - 05: The project briefing;
- Chapter - 06: The proposal;
- Chapter - 07: Sampling;
- Chapter - 08: What to ask;
- Section - THREE: ‘Touching’ the consumer;
- Chapter - 09: Facing the consumer;
- Section - FOUR: Outputs;
- Chapter - 10: Analysis;
- Chapter - 11: Reporting the findings;
- Section - FIVE: What lies ahead?;
- Chapter - 12: What lies ahead?
