In customer satisfaction research we seek the views of respondents on a variety of issues that will show how the company is performing and how it can improve. This understanding is obtained at a high level (“how satisfied are you the ABC Ltd overall?”) and at a very specific level (“how satisfied are you with the clarity of invoices?”).
High level issues are included in most customer satisfaction surveys and they could be captured by questions such as:
- What is your overall satisfaction with ABC Ltd?
- How likely or unlikely are you to buy from ABC Ltd again?
- How likely or unlikely would you be to recommend ABC Ltd to a friend or colleague?
It is at the more specific level of questioning that things become more difficult. Some issues are of obvious importance and every supplier is expected to perform to a minimum acceptable level on them. These are the hygiene factors. If a company fails on any of these issues they would quickly lose market share or go out of business. An airline must offer safety but the level of in-flight service is a variable. These variables such as in-flight service are often the issues that differentiate companies and create the satisfaction or dissatisfaction.
Working out what questions to ask at a detailed level means seeing the world from the customers’ points of view. What do they consider important? These factors or attributes will differ from company to company and there could be a long list.
Customer Satisfaction Surveys | B2B International Business-to-Business Market Research Consultants
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