SATISFACTION is no guarantee of RETURN

Abstract

Customer satisfaction programmes are an increasingly costly part of most business budgets, yet proof that they produce loyal customers is elusive. As a result, leading companies are turning to ‘relationship marketing’ to ensure that their clients steer clear of the competition.

Citation

Dresser, G. (1997), "SATISFACTION is no guarantee of RETURN", Measuring Business Excellence, Vol. 1 No. 1, pp. 55-57. https://doi.org/10.1108/eb025471