SATISFACTION is no guarantee of RETURN
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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
Publisher
:MCB UP Ltd
Copyright © 1997, MCB UP Limited