Handbook of customer satisfaction and loyalty measurement:
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | German |
| Published: |
Aldershot [u.a.]
Gower
2006
|
| Edition: | 3. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XIV, 273 S. graph. Darst. |
| ISBN: | 0566087448 9780566087448 |
Staff View
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Record in the Search Index
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| adam_text | CONTENTS
List of Figures vii
List of Tables xi
Preface xiii
1 Introduction 1
2 Why measure customer satisfaction? 5
3 Loyalty 13
4 The value profit chain 21
5 Survey objectives 29
6 Understanding customer behaviour 47
7 Exploratory research 65
8 Sampling 85
9 Survey options 101
10 Questionnaire design 115
11 Interviewing skills 141
12 Analysis and reporting 147
13 PR aspects 177
14 Measuring loyalty 191
15 Modelling and forecasting 203
16 Maximising the benefits 211
Appendix 1: Examples of customer surveys 221
Appendix 2: SERVQUAL 241
Appendix 3: Glossary of terms 249
Appendix 4: Additional information 257
Appendix 5: Bibliography 261
Index 265
LIST OF FIGURES
2.1 Customer decay 6
2.2 Service gaps 6
2.3 The perceived importance of customer service 10
3.1 The loyalty pyramid 16
3.2 Customer commitment 17
3.3 Rail passengers main requirements 19
4.1 The value profit chain 22
4.2 Customer retention is linked to profit 23
4.3 Commitment drives retention 24
4.4 Satisfaction gaps 26
4.5 The customer value package is linked to employee satisfaction 27
5.1 The customer value package 30
5.2 Customer satisfaction and the total product 31
5.3 Measuring service quality 32
5.4 A company which is not doing best what matters most to customers 36
5.5 Comparisons against competitors 37
5.6 Priorities for improvement 38
5.7 Customer perception or market standing survey? 39
6.1 The buying decision process of an individual purchaser 48
6.2 Problem solving: the search for information 49
6.3 Evaluation of alternatives 51
6.4 The individual buying decision process 53
6.5 Decision categories: individual buying 55
6.6 Average DMU size by organisation 56
6.7 The number of people involved in the DMU 5 7
6.8 The decision making unit 58
6.9 The organisational buying decision process 60
ViH • HANDBOOK OF CUSTOMER SATISFACTION AND LOYALTY MEASUREMENT
6.10 Decision categories in organisational buying 61
8.1 A normal distribution curve 88
8.2 Sampling methods 90
8.3 Worked example, drawing a sample for ABC Supplies 96
9.1 Testing different approaches 110
10.1 Likert scale customer s priorities 125
10.2 Likert scale supplier s performance 125
10.3 Verbal scale customer s priorities 126
10.4 Verbal scale supplier s performance 126
10.5 Semantic differential scale customer s priorities 128
10.6 Semantic differential scale supplier s performance 128
10.7 Ungraded scale customer s priorities 129
10.8 Ungraded scale supplier s performance 129
10.9 Numerical rating scale customer s priorities 130
10.10 Numerical rating scale supplier s performance 131
10.11 Ordinal scale customer s priorities 131
10.12 Ordinal scale supplier s performance 132
10.13 SIMALTO scale customer s priorities 132
10.14 SIMALTO scale supplier s performance 133
10.15 A comparison of SIMALTO and numerical scales 134
11.1 Thank you note for consumer markets 143
12.1 Interval and categorical scaling 155
12.2 Performance profiles 155
12.3 Performance profile for SIMALTO scales 156
12.4 Customers top priorities in bar chart form 159
12.5 Gap analysis to highlight PFIs 163
12.6 +1 correlation 164
12.7 Zero correlation 165
12.8 Business impact matrix 166
12.9 Bar chart showing comparison with competitors 167
12.10 Positive negative bar chart showing differential against competitors 168
12.11 Gaps chart 172
12.12 Satisfaction index by outlet 172
12.13 Changes in the satisfaction index by outlet 173
LIST OF FIGURES • IX
12.14 Action map 174
13.1 Introductory letter to customers 179
13.2 Customer feedback on the ABC Ltd survey 183
13.3 Indicative feedback 184
13.4 Tangible measures to modify perceptions 188
14.1 Historical customer retention indicator 192
14.2 Anticipated customer retention 193
14.3 Average account size/customer spend 194
14.4 Share of wallet (precise) 194
14.5 Share of wallet (general) 195
14.6 Recommending behaviour 195
14.7 Accessibility of alternatives 196
14.8 Attraction of alternatives 197
14.9 Commitment to current supplier 197
14.10 Loyalty profile 198
14.11 Comparison of loyalty profiles 200
14.12 Loyalty segmentation 200
15.1 Predicted, actual and forecast values 206
15.2 Customer commitment curve 208
16.1 How often to survey? 212
16.2 Internal benchmarking 215
LIST OF TABLES
2.1 The cost of new customers 8
3.1 Types of loyalty 15
4.1 The link between satisfaction and commitment at a UK bank 24
5.1 Controllables versus non controllables 33
5.2 Givens or differentiators? 33
5.3 Internal or external resources? 43
5.4 CSM project plan 45
7.1 Sampling plan for depth interviews 70
7.2 A comparison of depth interviews and focus groups 77
8.1 Standard statistical table 87
8.2 Distribution of respondents in the large user segment 97
8.3 Randomly ordered list of DMU members 97
8.4 Accurate coverage of the DMU 98
9.1 Summary of advantages and disadvantages of personal interviews 102
9.2 Summary of advantages and disadvantages of telephone interviews 104
9.3 Summary of advantages and disadvantages of self completion
questionnaires 105
9.4 Summary of advantages and disadvantages of electronic surveys 107
9.5 Effectiveness of techniques to improve response rates 110
10.1 Dichotomous closed questions 120
10.2 Multiple choice, single response question 120
10.3 Multiple choice, multi response question 120
10.4 Closed question with rating scale 121
10.5 Open question 121
10.6 Open question, closed response 122
10.7 Behavioural question multiple choice, single response 122
10.8 Classification questions 124
XU • HANDBOOK OF CUSTOMER SATISFACTION AND LOYALTY MEASUREMENT
10.9 Summary of questionnaire types 138
11.1 Contact sheet 144
12.1 Sample spreadsheet 149
12.2 Calculating the standard deviation 151
12.3 Mean and median averages 152
12.4 Frequency distribution 153
12.5 Changing verbal to numerical scales 154
12.6 Coding 157
12.7 Customers priorities in tabular form 158
12.8 Supplier performance in tabular form 160
12.9 Calculating the weighting factors 161
12.10 Calculating the satisfaction index 161
12.11 Comparing stated and derived importance 165
12.12 Weighting customers purchase criteria 169
12.13 Calculating competing suppliers market standing 170
14.1 Allocating points to loyalty questions 199
14.2 Establishing commitment levels 199
14.3 Loyalty segments from a market standing survey 201
5 14.4 Strategies based on loyalty segmentation 202
15.1 Example data for forecasting 205
15.2 Return on investment by customer 207
16.1 Mystery shopping rating sheet for a restaurant 217
|
| adam_txt |
CONTENTS
List of Figures vii
List of Tables xi
Preface xiii
1 Introduction 1
2 Why measure customer satisfaction? 5
3 Loyalty 13
4 The value profit chain 21
5 Survey objectives 29
6 Understanding customer behaviour 47
7 Exploratory research 65
8 Sampling 85
9 Survey options 101
10 Questionnaire design 115
11 Interviewing skills 141
12 Analysis and reporting 147
13 PR aspects 177
14 Measuring loyalty 191
15 Modelling and forecasting 203
16 Maximising the benefits 211
Appendix 1: Examples of customer surveys 221
Appendix 2: SERVQUAL 241
Appendix 3: Glossary of terms 249
Appendix 4: Additional information 257
Appendix 5: Bibliography 261
Index 265
LIST OF FIGURES
2.1 Customer decay 6
2.2 Service gaps 6
2.3 The perceived importance of customer service 10
3.1 The loyalty pyramid 16
3.2 Customer commitment 17
3.3 Rail passengers' main requirements 19
4.1 The value profit chain 22
4.2 Customer retention is linked to profit 23
4.3 Commitment drives retention 24
4.4 Satisfaction gaps 26
4.5 The customer value package is linked to employee satisfaction 27
5.1 The customer value package 30
5.2 Customer satisfaction and the total product 31
5.3 Measuring service quality 32
5.4 A company which is not 'doing best what matters most' to customers 36
5.5 Comparisons against competitors 37
5.6 Priorities for improvement 38
5.7 Customer perception or market standing survey? 39
6.1 The buying decision process of an individual purchaser 48
6.2 Problem solving: the search for information 49
6.3 Evaluation of alternatives 51
6.4 The individual buying decision process 53
6.5 Decision categories: individual buying 55
6.6 Average DMU size by organisation 56
6.7 The number of people involved in the DMU 5 7
6.8 The decision making unit 58
6.9 The organisational buying decision process 60
ViH • HANDBOOK OF CUSTOMER SATISFACTION AND LOYALTY MEASUREMENT
6.10 Decision categories in organisational buying 61
8.1 A normal distribution curve 88
8.2 Sampling methods 90
8.3 Worked example, drawing a sample for ABC Supplies 96
9.1 Testing different approaches 110
10.1 Likert scale customer's priorities 125
10.2 Likert scale supplier's performance 125
10.3 Verbal scale customer's priorities 126
10.4 Verbal scale supplier's performance 126
10.5 Semantic differential scale customer's priorities 128
10.6 Semantic differential scale supplier's performance 128
10.7 Ungraded scale customer's priorities 129
10.8 Ungraded scale supplier's performance 129
10.9 Numerical rating scale customer's priorities 130
10.10 Numerical rating scale supplier's performance 131
10.11 Ordinal scale customer's priorities 131
10.12 Ordinal scale supplier's performance 132
10.13 SIMALTO scale customer's priorities 132
10.14 SIMALTO scale supplier's performance 133
10.15 A comparison of SIMALTO and numerical scales 134
11.1 Thank you note for consumer markets 143
12.1 Interval and categorical scaling 155
12.2 Performance profiles 155
12.3 Performance profile for SIMALTO scales 156
12.4 Customers' top priorities in bar chart form 159
12.5 Gap analysis to highlight PFIs 163
12.6 +1 correlation 164
12.7 Zero correlation 165
12.8 Business impact matrix 166
12.9 Bar chart showing comparison with competitors 167
12.10 Positive negative bar chart showing differential against competitors 168
12.11 Gaps chart 172
12.12 Satisfaction index by outlet 172
12.13 Changes in the satisfaction index by outlet 173
LIST OF FIGURES • IX
12.14 Action map 174
13.1 Introductory letter to customers 179
13.2 Customer feedback on the ABC Ltd survey 183
13.3 Indicative feedback 184
13.4 Tangible measures to modify perceptions 188
14.1 Historical customer retention indicator 192
14.2 Anticipated customer retention 193
14.3 Average account size/customer spend 194
14.4 Share of wallet (precise) 194
14.5 Share of wallet (general) 195
14.6 Recommending behaviour 195
14.7 Accessibility of alternatives 196
14.8 Attraction of alternatives 197
14.9 Commitment to current supplier 197
14.10 Loyalty profile 198
14.11 Comparison of loyalty profiles 200
14.12 Loyalty segmentation 200
15.1 Predicted, actual and forecast values 206
15.2 Customer commitment curve 208
16.1 How often to survey? 212
16.2 Internal benchmarking 215
LIST OF TABLES
2.1 The cost of new customers 8
3.1 Types of loyalty 15
4.1 The link between satisfaction and commitment at a UK bank 24
5.1 Controllables versus non controllables 33
5.2 Givens or differentiators? 33
5.3 Internal or external resources? 43
5.4 CSM project plan 45
7.1 Sampling plan for depth interviews 70
7.2 A comparison of depth interviews and focus groups 77
8.1 Standard statistical table 87
8.2 Distribution of respondents in the large user segment 97
8.3 Randomly ordered list of DMU members 97
8.4 Accurate coverage of the DMU 98
9.1 Summary of advantages and disadvantages of personal interviews 102
9.2 Summary of advantages and disadvantages of telephone interviews 104
9.3 Summary of advantages and disadvantages of self completion
questionnaires 105
9.4 Summary of advantages and disadvantages of electronic surveys 107
9.5 Effectiveness of techniques to improve response rates 110
10.1 Dichotomous closed questions 120
10.2 Multiple choice, single response question 120
10.3 Multiple choice, multi response question 120
10.4 Closed question with rating scale 121
10.5 Open question 121
10.6 Open question, closed response 122
10.7 Behavioural question multiple choice, single response 122
10.8 Classification questions 124
XU • HANDBOOK OF CUSTOMER SATISFACTION AND LOYALTY MEASUREMENT
10.9 Summary of questionnaire types 138
11.1 Contact sheet 144
12.1 Sample spreadsheet 149
12.2 Calculating the standard deviation 151
12.3 Mean and median averages 152
12.4 Frequency distribution 153
12.5 Changing verbal to numerical scales 154
12.6 Coding 157
12.7 Customers' priorities in tabular form 158
12.8 Supplier performance in tabular form 160
12.9 Calculating the weighting factors 161
12.10 Calculating the satisfaction index 161
12.11 Comparing stated and derived importance 165
12.12 Weighting customers'purchase criteria 169
12.13 Calculating competing suppliers'market standing 170
14.1 Allocating points to loyalty questions 199
14.2 Establishing commitment levels 199
14.3 Loyalty segments from a market standing survey 201
5 14.4 Strategies based on loyalty segmentation 202
15.1 Example data for forecasting 205
15.2 Return on investment by customer 207
16.1 Mystery shopping rating sheet for a restaurant 217 |
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| illustrated | Illustrated |
| index_date | 2024-07-02T15:58:43Z |
| indexdate | 2024-07-09T20:45:45Z |
| institution | BVB |
| isbn | 0566087448 9780566087448 |
| language | German |
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| spelling | Hill, Nigel Verfasser aut Handbook of customer satisfaction and loyalty measurement Nigel Hill and Jim Alexander 3. ed. Aldershot [u.a.] Gower 2006 XIV, 273 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Consumentenonderzoek gtt Loyaliteit gtt Tevredenheid gtt Consumer satisfaction Evaluation Customer relations Marketing research Verbraucherzufriedenheit (DE-588)4129147-5 gnd rswk-swf Kundentreue (DE-588)4393499-7 gnd rswk-swf Messung (DE-588)4038852-9 gnd rswk-swf Verbraucherzufriedenheit (DE-588)4129147-5 s Messung (DE-588)4038852-9 s DE-604 Kundentreue (DE-588)4393499-7 s DE-188 Alexander, Jim Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015047878&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Hill, Nigel Alexander, Jim Handbook of customer satisfaction and loyalty measurement Consumentenonderzoek gtt Loyaliteit gtt Tevredenheid gtt Consumer satisfaction Evaluation Customer relations Marketing research Verbraucherzufriedenheit (DE-588)4129147-5 gnd Kundentreue (DE-588)4393499-7 gnd Messung (DE-588)4038852-9 gnd |
| subject_GND | (DE-588)4129147-5 (DE-588)4393499-7 (DE-588)4038852-9 |
| title | Handbook of customer satisfaction and loyalty measurement |
| title_auth | Handbook of customer satisfaction and loyalty measurement |
| title_exact_search | Handbook of customer satisfaction and loyalty measurement |
| title_exact_search_txtP | Handbook of customer satisfaction and loyalty measurement |
| title_full | Handbook of customer satisfaction and loyalty measurement Nigel Hill and Jim Alexander |
| title_fullStr | Handbook of customer satisfaction and loyalty measurement Nigel Hill and Jim Alexander |
| title_full_unstemmed | Handbook of customer satisfaction and loyalty measurement Nigel Hill and Jim Alexander |
| title_short | Handbook of customer satisfaction and loyalty measurement |
| title_sort | handbook of customer satisfaction and loyalty measurement |
| topic | Consumentenonderzoek gtt Loyaliteit gtt Tevredenheid gtt Consumer satisfaction Evaluation Customer relations Marketing research Verbraucherzufriedenheit (DE-588)4129147-5 gnd Kundentreue (DE-588)4393499-7 gnd Messung (DE-588)4038852-9 gnd |
| topic_facet | Consumentenonderzoek Loyaliteit Tevredenheid Consumer satisfaction Evaluation Customer relations Marketing research Verbraucherzufriedenheit Kundentreue Messung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015047878&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT hillnigel handbookofcustomersatisfactionandloyaltymeasurement AT alexanderjim handbookofcustomersatisfactionandloyaltymeasurement |