Customer satisfaction measurement (CSM) should be central to the total quality improvement process within service‐oriented firms. A normative framework is described that contains a sequence of ten research modules providing internal/external customer information for quality planning. The modules facilitate decision making according to the PDCA cycle of total quality management. The framework is based on the CSM/quality improvement practices of leading European and North American firms, methodologies developed in academic settings, and the general logic of survey research.
Crosby, L.A. (1991), "Expanding the Role of CSM in Total Quality", International Journal of Service Industry Management, Vol. 2 No. 2, pp. 5-19. https://doi.org/10.1108/09564239110006888
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