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Printable Handouts
Navigable Slide Index
- Introduction
- Topics covered in this presentation
- Four objectives of satisfaction/loyalty research
- The customer satisfaction model
- Planning - internal
- Planning - technical
- Tradeoffs in statistics
- Pitfalls of statistical implications
- Planning - administrative
- Good practices in satisfaction/loyalty research
- Research designed from customer perspective
- Standards associated with data collection
- Information-gathering methods (1)
- Information-gathering methods (2)
- Implementing the research
- Mail surveys - advantages
- Mail surveys - disadvantages
- Mail surveys - recommendation
- Internet - advantages
- Internet - disadvantages
- Internet - recommendation
- Telephone - advantages
- Telephone - disadvantages
- Telephone - recommendation
- Generating the sample - customer definition (1)
- Generating the sample - customer definition (2)
- Generating the sample - customer definition (3)
- Importance of demographics and firmographics
- Questionnaire design - general structure
- Pitfalls in wording of questions (1)
- Pitfalls in wording of questions (2)
- Questionnaire design - measurement scales (1)
- Questionnaire design - measurement scales (2)
- Questionnaire design - decisions
- Image-based vs. transaction-based research (1)
- Image-based vs. transaction-based research (2)
- Transaction-based research - advantages
- Transaction-based research - disadvantages
- Questionnaire design - pre-testing importance (1)
- Questionnaire design - pre-testing importance (2)
- Importance of pre-testing - simple solution
- Criteria used to select a research company
- Administration of the process
- Interpretation of results
- Percentages vs. averages
- Pictorial representation of analysis
- Gap analysis
- Gap analysis chart
- Quadrant analysis
- Quadrant analysis chart
- Perceptual maps
- Perceptual map chart
- Perceptual maps - conclusions
- Decision tree analysis
- Decision tree analysis chart
- Decision tree analysis - conclusions
- Customer loyalty
- Loyal customers are satisfied customers
- Loyalty can be enhanced
- Importance of employee performance
- Customer loyalty - conclusions
- Mistakes and pitfalls - confusion of objectives
- Mistakes and pitfalls - types of error (1)
- Mistakes and pitfalls - types of error (2)
Topics Covered
- Listening to customers is the primary method for measuring and tracking satisfaction
- Wide variety of techniques used to gather and analyze this information
- Sample development
- Questionnaire design
- Administration
- Analysis and interpretation of results
- How to avoid mistakes and pitfalls
Talk Citation
Dutka, A. (2008, March 1). Voice of the customer [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved December 7, 2024, from https://doi.org/10.69645/UQNA3174.Export Citation (RIS)