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· 제목 : The Handbook of Customer Satisfaction and Loyalty Measurement (Hardcover, 3 ed)
· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9780566087448
· 쪽수 : 288쪽
· 출판일 : 2006-09-28
· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9780566087448
· 쪽수 : 288쪽
· 출판일 : 2006-09-28
목차
Contents: Introduction; Why measure customer satisfaction?; Loyalty; The satisfaction-profit chain; Survey objectives; Understanding customer behaviour; Exploratory research; Sampling; Survey options; Questionnaire design; Interviewing skills; Analysis and reporting; PR aspects; Measuring loyalty; Modelling and forecasting; Maximising the benefits; Appendices: Examples of customer satisfaction questionnaires; SERVQUAL; Glossary of terms; Additional information; Bibliography; Index.
