How to Waste Money Measuring Customer Satisfaction

Abstract

Discusses the problems of customer satisfaction surveys, namely that hardly any department other than marketing receives the data collected; questionnaires are biased towards positive answers and are merely a political exercise – they are handed out by different departments and sent out too regularly. Enumerates a number of programmes to stamp out dissatisfaction and concludes that the team which collects and analyses the data should present the line manager with a range of solutions.

Citation

Adamson, C. (1994), "How to Waste Money Measuring Customer Satisfaction", Managing Service Quality: An International Journal, Vol. 4 No. 5, pp. 9-12. https://doi.org/10.1108/09604529410068448