chapter  6
8 Pages

Value of CABs to Customers and Organizations

In recent years, customer satisfaction research, initiated by the widespread adoption of the marketing concept, has been significant. Efforts to align marketing strategy with the goal of maximizing customer satisfaction have been pursued in earnest by product and service providers. Data show that postpurchase research, “largely including customer satisfaction work,” accounted for one-third of revenues received by the largest U.S. research firms. Subsequent data confirm the trend, showing that the number of firms that commissioned satisfaction studies increased by 19 and 25 percent in the United States and Europe, respectively.