The third edition of this best-seller updates its detailed information about how to construct, evaluate, and use questionnaires, and adds an entirely new chapter on customer loyalty. Included are two different methods of sampling and determining an appropriate sample size for reliable results; the reliability and validity of results; real examples of customer satisfaction measures and how they can be used; guidelines for developing questionnaires; scale development; the concept of quality; frequencies; sampling error; two methods of determining important service or product characteristics as perceived by the customer; discussion on the measurement and meaning of customer loyalty, and methods for loyalty-based management. -Readers will gain a sound grasp of the scientific methodology used to construct and use questionnaires utilizing the author's systematic approach. They will be able to pinpoint and focus on the most relevant topics, and study both the qualitative and quantitative aspects of questionnaire design and evaluation. These and many more important scientific principles are presented in simple, understandable terms.
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Measuring Customer Satisfaction and Loyalty
Survey Design, Use, and Statistical Analysis Methods
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Measuring Customer Satisfaction and Loyalty
Survey Design, Use, and Statistical Analysis Methods
Library of Congress Cataloging-in-Publication Data
Hayes, Bob E., 1963-Measuring customer satisfaction and loyalty : survey design, use, and statistical analysis methods / Bob E. Hayes.—3rd ed. p. cm. Includes bibliographical references and index. ISBN 978-0-87389-743-3 1. Consumer satisfaction—Statistical methods. 2. Questionnaires. I. Title.
HF5415.335.H39 2008 658.8'12—dc22
2008020729
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For Marissa
This book is dedicated to you. You have grown into a beautiful person. You are a kind, loving, and forgiving person, qualities I admire. You make the world more joyful, and remind me that there is nothing more important than family and friends. Thank you for being there for me in my greatest time of need. Your support, love and acceptance have helped me immeasurably. I love you.