Measuring customer satisfaction

by Bob E. Hayes

This second edition provides detailed information about how to construct, evaluate, and use questionnaires. New to this edition is a chapter on sampling methods, which includes different methods of sampling as well as how to determine an appropriate sample size for reliable results. The author has updated the chapter on reliability and validity to provide more information about other forms of reliability. He also includes a chapter devoted to presenting examples on real customer satisfaction measures and how they can be used. These additions help make this new edition a valuable resource for anyone involved with measuring customer satisfaction. Other topics covered are guidelines for developing questionnaires, the concept of quality, methods to increase response rates, sampling error, and two methods of determining important service or product characteristics as perceived by the customer.