TY  - JOUR
AB  - In recognising the need to research the concept
of customer satisfaction the study aims to develop
a strategic approach to measuring a customer′s
satisfaction with a particular enterprise. The study
is an attempt to (1) develop an overall concept of
customer satisfaction; (2) provide a detailed
relationship structure for implementation within
a company; and (3) identify potential research
areas.
A basic premiss of the study is that the focus
should be on maximising total product value to
the customer; and then, second, that customer
satisfaction of external customers is inter‐dependent
on the satisfaction of internal
customers. The framework of the research
centres on a proposed model which integrates all
aspects so as to maximise the potential of the
organisation and all its subsystems to create and
sustain satisfied customers.
The approach begins with a conceptualisation
phase in which the concept of customer
satisfaction is explored. Attributes are then
classified into services and this is then extended
to integrate the internal customer into a total
service model; applying gap‐analysis to this
model. Enterprise satisfaction provides the basis
for extending the total service model; positioning
is applied to the customer satisfaction strategy;
and operationalising of this strategy is proposed
through an implementation model.
VL  - 20
IS  - 6
SN  - 0960-0035
DO  - 10.1108/EUM0000000000366
UR  - https://doi.org/10.1108/EUM0000000000366
AU  - Nagel Pieter J.A.
AU  - Cilliers Willem W.
PY  - 1990
Y1  - 1990/01/01
TI  - Customer Satisfaction: A Comprehensive Approach
T2  - International Journal of Physical Distribution & Logistics Management
PB  - MCB UP Ltd
SP  - 2
EP  - 46
Y2  - 2024/04/25
ER  -