A firm benchmarking its customer satisfaction on the basis of secondary data should use _____.
A)reliability measures
B)the American Customer Satisfaction Index
C)gap analysis
D)SERVQUAL

Question

Quizplus · Accepted Answer

The American Customer Satisfaction Index (ACSI) is a widely used benchmark to evaluate customer satisfaction levels of different companies and industries, based on secondary data sources. It provides a valid measure of customer satisfaction, based on a standardized methodology and extensive research. While reliability measures, gap analysis, and SERVQUAL are useful tools for assessing customer satisfaction, they primarily rely on primary data collection and may not be feasible or cost-effective for all firms. Using secondary data sources and a validated benchmark like ACSI can help firms benchmark their performance and identify areas for improvement.

A Firm Benchmarking Its Customer Satisfaction on the Basis of Secondary