Customer satisfaction

The measuring of customer satisfaction looks a bit like one of the prehistoric forms of marketing research. To get an insight into the reasons why consumers buy a product or a service again or never again, it has to be recorded how the use of that product or service gave satisfaction. Then quality can be judged from the degree to which the expectations the customer has about the technical, functional and relational provision of services are met .

To map customer satisfaction a number of systematic steps have to be made:

to visualise services/products
to visualise customer groups
to visualise relevant criteria of judgement geared to the customer
a researchable definition of a problem
a research design (method of data-collecting, sample design)
a measuring instrument (usually a questionnaire)
interpreting results
drawing conclusions
formulating management recommendations

RenM|Matrix preferably uses a world-wide accepted and theoretical model (SERVQUAL) in customer satisfaction research. The advantages of that model are:

not a rigid model but flexible application
independent vision
insight in relevant dimensions of judgement

Please contact Pascal Peeters for more information.