Customer satisfaction managers tend to be more concerned with simply measuring customer satisfaction than actually using the resulting information to build a business case for the improvement of service quality. Presents a simple methodology that any organization can use to move from measuring customer satisfaction to managing service quality using a four‐step procedure based on research; market damage assessment; action plan formulation; and policy implementation.
Broetzmann, S.M., Kemp, J., Rossano, M. and Marwaha, J. (1995), "Customer satisfaction – lip service or management tool?", Managing Service Quality: An International Journal, Vol. 5 No. 2, pp. 13-18. https://doi.org/10.1108/09604529510083530Download as .RIS
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