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Customer Satisfaction Surveys and Barometers

In: Customer Satisfaction Evaluation

Author

Listed:
  • Evangelos Grigoroudis

    (Technical University of Crete)

  • Yannis Siskos

    (University of Piraeus)

Abstract

Customer satisfaction research methodologies may be divided, according to their content and objectives, into qualitative and quantitative research (Dutka, 1995). The main aim of qualitative research is to obtain detailed information and additional explanations on customers’ attitude and opinions. This justifies the exploratory nature of qualitative research. The main characteristics of qualitative research include the following (Taylor and Bogdan, 1975) Open-ended (probing) questions are used, and thus customer responses are not given in a predefined format. The number of respondents is small, but the research gives the ability to analyze in detail customer behavior. The results are based on responses given by customers, as well as on observation. Usually generalization of results is not possible.

Suggested Citation

  • Evangelos Grigoroudis & Yannis Siskos, 2010. "Customer Satisfaction Surveys and Barometers," International Series in Operations Research & Management Science, in: Customer Satisfaction Evaluation, chapter 0, pages 171-216, Springer.
    • Handle: RePEc:spr:isochp:978-1-4419-1640-2_7
    DOI: 10.1007/978-1-4419-1640-2_7
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