The following report describes the theoretical context of customer satisfaction, different methods of measuring customer satisfaction and the process and results of
XYZ (thereafter called XY) customer satisfaction survey. The results of this analysis
support the management in improving cooperation with customers by pointing out strengths, weaknesses and general tendencies of their business relationship.
Inhaltsverzeichnis (Table of Contents)
- 1 Objective
- 1.1 Procedure
- 2 Customer Satisfaction
- 2.1 Definition and development of Customer Satisfaction
- 2.2 Effects of customer satisfaction on the company's sales success
- 2.2.1 Cost reduction in marketing and distribution
- 2.2.2 Flexible price
- 2.2.3 Motivation of the employees
- 2.2.4 Cross-Selling
- 2.2.5 Customer Loyalty
- 3 Procedures for measuring customer satisfaction
- 3.1 Objective procedures for measuring customer satisfaction
- 3.2 Subjective procedures for measuring customer satisfaction
- 3.2.1 Implicit methods for measuring customer satisfaction
- 3.2.2 Explicit methods for measuring customer satisfaction
- 3.2.2.1 Ex ante/ex post measurement
- 3.2.2.2 Ex post measurement
- 3.2.2.2.1 One-dimensional ex post measurement
- 3.2.2.2.2 Multidimensional ex post measurement
- 3.3 Comparison evaluation
- 4 Proceeding of a Customer Satisfaction Survey
- 4.1 Determination of the investigative step and ultimate goal
- 4.2 Explorative phase
- 4.3 Method of survey
- 4.3.1 Choosing the method of the Customer Satisfaction Survey
- 4.3.2 Target group
- 4.4 Pre-test
- 4.5 Informing the customers
- 4.6 The questionnaire
- 4.6.1 General principles
- 4.6.2 Types of Questions
- 4.6.3 Design of the Questionnaire
- 4.6.4 Layout
- 4.6.5 Accomplishment of the customer satisfaction survey
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The objective of this project is to analyze the relationship between customer satisfaction and a company's sales success. It explores the theoretical framework of customer satisfaction, various measurement methods, and the process and results of a specific customer satisfaction survey. The findings aim to support management in enhancing customer relationships by highlighting strengths, weaknesses, and general trends.
- Defining and understanding customer satisfaction
- The impact of customer satisfaction on sales success
- Methods for measuring customer satisfaction
- The process of conducting a customer satisfaction survey
- Analyzing survey results to improve customer relationships
Zusammenfassung der Kapitel (Chapter Summaries)
1 Objective: This chapter introduces the project's scope, outlining its focus on the theoretical underpinnings of customer satisfaction, diverse measurement methodologies, and the procedures and results of a specific customer satisfaction survey conducted for company XY. The analysis aims to assist management in refining their customer interactions by identifying both strengths and weaknesses within their business relationships, ultimately contributing to strategic improvements.
2 Customer Satisfaction: This chapter delves into the core concept of customer satisfaction, linking it directly to the company's sales success. It starts by defining customer satisfaction, drawing upon existing literature to establish a commonly accepted theoretical framework. This definition positions customer satisfaction as the outcome of a comparative psychological process, where perceived experiences are weighed against pre-existing expectations. The chapter then elaborates on five key reasons why profitability is intrinsically linked to high levels of customer satisfaction, setting the stage for subsequent discussions on measurement and improvement strategies.
Frequently Asked Questions: Comprehensive Language Preview on Customer Satisfaction
What is the main objective of this document?
This document analyzes the relationship between customer satisfaction and a company's sales success. It explores the theoretical framework of customer satisfaction, various measurement methods, and the process and results of a customer satisfaction survey. The goal is to help management improve customer relationships.
What topics are covered in the Table of Contents?
The table of contents covers: the project's objective and procedure; a definition and development of customer satisfaction and its effects on sales (including cost reduction, flexible pricing, employee motivation, cross-selling, and customer loyalty); objective and subjective procedures for measuring customer satisfaction (including implicit and explicit methods, ex ante/ex post measurement, one-dimensional and multidimensional ex post measurement); a comparison of evaluation methods; and the process of conducting a customer satisfaction survey (including determining investigative steps, the exploratory phase, survey methods, target groups, pre-testing, informing customers, questionnaire design, and survey accomplishment).
What are the key themes explored in the document?
Key themes include defining and understanding customer satisfaction, the impact of customer satisfaction on sales success, methods for measuring customer satisfaction, the process of conducting a customer satisfaction survey, and analyzing survey results to improve customer relationships.
What is the focus of Chapter 1 (Objective)?
Chapter 1 introduces the project's scope, focusing on the theoretical underpinnings of customer satisfaction, diverse measurement methodologies, and the procedures and results of a specific customer satisfaction survey conducted for a company. The analysis aims to assist management in refining customer interactions by identifying strengths and weaknesses.
What does Chapter 2 (Customer Satisfaction) cover?
Chapter 2 delves into the core concept of customer satisfaction and its link to sales success. It defines customer satisfaction, establishing a theoretical framework. It then explains five key reasons why profitability is linked to high customer satisfaction levels.
What types of customer satisfaction measurement methods are discussed?
The document discusses both objective and subjective procedures for measuring customer satisfaction. Subjective methods are further categorized into implicit and explicit methods, with explicit methods broken down into ex ante/ex post and ex post measurements (one-dimensional and multidimensional).
What steps are involved in conducting a customer satisfaction survey (Chapter 4)?
Chapter 4 details the process of conducting a customer satisfaction survey, covering steps such as determining the investigative step and ultimate goal, the exploratory phase, choosing the survey method and target group, pre-testing, informing customers, designing the questionnaire (including general principles, question types, layout, and accomplishment of the survey).
What kind of analysis is performed on the survey results?
The document aims to analyze the survey results to identify strengths and weaknesses in customer relationships, ultimately contributing to strategic improvements for the company.
Who would benefit from reading this document?
This document would benefit management and researchers interested in improving customer relationships and understanding the link between customer satisfaction and sales success. It provides a framework for conducting and analyzing customer satisfaction surveys.
- Quote paper
- Andreas Deptolla (Author), 2003, Effects of customer satisfaction on the company's sales success, Munich, GRIN Verlag, https://www.grin.com/document/21202
