Mapping the World of Customer Satisfaction

As more companies do business globally, they are extending their studies of customer satisfaction to different countries and regions. They use the research to guide their decisions about product development and positioning and to refine their marketing pitches and programs. But how reliable are the...

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Bibliographic Details
Published in:Harvard business review 2000-05, Vol.78 (3), p.30
Main Author: Maruca, Regina Fazio
Format: Magazinearticle
Language:English
Subjects:
Customer satisfaction
International business enterprises
Management
Market surveys
Marketing
Multiculturalism & pluralism
Multinational corporations
Social aspects
Online Access:Get full text
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Summary:As more companies do business globally, they are extending their studies of customer satisfaction to different countries and regions. They use the research to guide their decisions about product development and positioning and to refine their marketing pitches and programs. But how reliable are the results of traditional satisfaction studies? According to new research conducted at Northwestern's Kellogg Graduate School of Management, the findings of most customer satisfaction research should be used with caution.
ISSN:0017-8012