Document Type

Article

Publication Date

7-1-2010

Abstract

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.

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© Cornell University. This report may not be reproduced or distributed without the express permission of the publisher.

Russian language version available.

2010_Pingitore_русский_Making_customer_satisfaction.pdf (285 kB)
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