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The purpose of this study was to explore how the employees of a company experience the concepts of customer satisfaction and retention. A phenomenological method was used, allowing the informants’ own interpretations to be discovered. Satisfaction was discussed from three perspectives: definition of the concept, how to recognise when a customer is satisfied, and how to enhance satisfaction. The informants’ experience pertaining to these three categories varied, and a total of seven ways to define, recognise or enhance satisfaction were discovered. These were: service, feeling, chemistry, relationship and confidence, dialogue, complaints and retention. All except the first two of these categories of experience were found to enhance retention, implying that the informants have found that strategies for enhancing both satisfaction and retention are similar. The strongest connection between retention and satisfaction strategies turned out to be in terms of relationship and confidence.

Self‐reporting questionnaires as well as projective tests are frequently used in entrepreneurship and management research that is concerned with the need for achievement. The purpose of this study was to examine whether an objective test such as the Cesarec‐Markes Personal Scheme (CMPS) and the Thematic Apperception Test (TAT) have any predictive validity on the entrepreneurial activity of starting a new business. The study had a longitudinal design. Psychological measurement of need for achievement was conducted before the entrepreneurial decision was made. The period between the psychological measurement and the collection of the data for the longitudinal study was 11 years. In summary, the result of the study does not support the hypothesis that the TAT has any predictive validity. On the other hand, the result of the study does support the hypothesis that the objective test CMPS has predictive validity.

The study examines the change in n Achievement and Locus of Control of individuals in an 9 months entrepreneurship programme. The experiment comprised of two experimental groups (n = 10 and n = 9), and two control groups (n = 19 and n = 32). All groups consisted of male and female students. All groups were at similar educational levels, age, and area of study. All participants had finished high school or an equivalent level of education. Need for Achievement was measured with Thematic Apperception Test consisting of six pictures. Locus of Control was measured with Rotter’s Internal‐External test. A pretest was carried out in the beginning of the experimental and control groups education, the posttest after 7 months. A statistically significant increase in n Achievement (t = ‐3.33, p < 0.005) and in internal Locus of Control (t = 3.63, p = 0.001) were obtained as a result of participating in entrepreneurship education, while the control group showed no change. The result supports the hypothesis that participating in an entrepreneurship programme should increase Need for Achievement and internal Locus of Control of Reinforcement.

In entrepreneurship research, self‐reporting using questionnaires is often used as a replacement for the projective test, the thematic apperception test (TAT). Posits that this study is to examine whether an objective test, Cezarec‐Marks personal scheme (CMPS) can be used as a replacement measure for TAT. States that the subjects in the investigation are people in higher education; two measures of the same individuals, over a period of seven months, were carried out, the average age at the first test was 21.3 years, and an analysis of correlation shows no correlation (r(t1) = 0.0556, n = 89, r(t)2 = 0.0733, n = 71) between need for achievement with TAT and need for achievement with CMPS. Confirms the findings of the study that the hypothesis of TAT cannot be replaced by CMPS.