A company that wanted to measure its customers' levels of satisfaction should:
A)Not bother with determining why some customers are no longer buying its products
B)Rely solely on customer satisfaction measures as determined through survey and personal interview techniques
C)Not be concerned with how much a customer is buying from distributors of similar products
D)Look at customer satisfaction measures,annual retention rates as well as the frequency and size of customer purchases to determine customer satisfaction
E)Use an external market research company to determine customer satisfaction in order to make sure that the collected data are not biased

Question

Quizplus · Accepted Answer

To effectively measure customer satisfaction, a company should consider multiple factors including customer satisfaction measures, retention rates, and purchasing behavior. This allows for a more comprehensive understanding of customers' satisfaction levels and potential reasons for dissatisfaction. Ignoring why some customers are no longer buying products or relying solely on survey and personal interview techniques may not provide a complete picture of customer satisfaction. The use of an external market research company may be beneficial for unbiased data collection, but it is not necessarily the best or only option.

A Company That Wanted to Measure Its Customers' Levels of Satisfaction