THE CUSTOMER SATISFACTION SURVEY RESEARCH PROCESS

Abstract

The objective of customer satisfaction surveys is not just to get and stay connected to customers. The data collected is to be converted into meaningful information and can initiate product enhancement as well as process improvement. This paper presents the process of customer satisfaction survey research beginning with the idea of a study area and carrying through the steps of refinement, hypothesis, formulation, operational definitions of variables, measurement, statistic selection, and conclusions. The survey research process is central to several critical areas of business: productivity, customer satisfaction, attitude and morale surveys, project analysis, and numerous other categories. The basic message is that understanding the research process in its broadest context is important to total quality management regardless of discipline.