Despite the conventional wisdom that measuring customer satisfaction makes good business sense, there is a small but growing point of view that such measurements provide little or no actionable information to drive business outcomes.1 In contrast to that view, as we explain here, it is our position that companies should never stop measuring customer satisfaction, and instead they should take the necessary steps to ensure that measures of customer satisfaction are designed to provide the full benefit possible from such research.
Pingitore, R., Seldin, D., & Walker, A. (2010). Making customer satisfaction pay: Connecting survey data to financial outcomes in the hotel industry [Electronic article]. Cornell Hospitality Industry Perspectives, 1(5), 6-13.
Зарабатывая на удовлетворенности клиента: взаимосвязь результатов исследований удовлетворенности с финансовыми результатами в гостиничном бизнесе