ABSTRACT
Anyone involved in measuring customer satisfaction must therefore have a detailed
understanding of the ways in which customers make and evaluate their purchase decisions.
These decision-making processes will differ between consumer and organisational markets
and according to the complexity of the decision. For customer satisfaction measurement to
succeed, accurate information must also be acquired regarding the different people involved
in a purchase decision. This so-called decision-making unit (DMU) can be quite large for some
products and services in organisational markets and it is essential that the views of all DMU
members are accommodated in a customer survey.
