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Some issues in conducting customer satisfaction surveys

Dr. Binshan Lin (College of Business Administration, Louisiana State University, Shreveport, Shreveport, LA 71115, USA)
Professor (College of Business Administration, Louisiana State University, Shreveport, Shreveport, LA 71115, USA)
Dr. Charlotte A. Jones (College of Business Administration, Louisiana State University, Shreveport, Shreveport, LA 71115, USA)
Professor (College of Business Administration, Louisiana State University, Shreveport, Shreveport, LA 71115, USA)

Journal of Marketing Practice: Applied Marketing Science

ISSN: 1355-2538

Article publication date: 1 March 1997

6444

Abstract

Difficulties in conducting effective surveys to address customer satisfaction issues can be a significant problem in marketing practice. Addresses four of the most crucial methodological issues encountered with customer satisfaction surveys, namely sampling frames, quality of survey data and instruments, non‐response problems, and reporting of results and interpretation. Provides implications and guidelines.

Keywords

Citation

Lin, B., Professor, Jones, C.A. and Professor (1997), "Some issues in conducting customer satisfaction surveys", Journal of Marketing Practice: Applied Marketing Science, Vol. 3 No. 1, pp. 4-13. https://doi.org/10.1108/EUM0000000004317

Publisher

:

MCB UP Ltd

Copyright © 1997, MCB UP Limited

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