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Customer satisfaction and loyalty has been one of the largest areas of market research for the past twenty years, and interest in it continues to increase. Organizations today invest heavily in programmes designed to retain customers as they recognize the importance of having loyal, committed customers to sustain and increase company profits. Researching Customer Satisfaction and Loyalty is a vital guide to this expanding area. It examines how to research customer satisfaction from both a client and a supplier perspective, and how to get the best results from that research. The breadth of detail is exhaustive and topics covered include: the development of customer satisfaction and loyalty, management theories about it, qualitative and quantitative research, and how market research projects get commissioned. The book also looks at the factors that both supplier and client need to consider when preparing a research brief and proposal, how interest in this area is changing and what the future holds for research into customer satisfaction. About The Author Paul Szwarc is a Director at Network Research and Marketing Ltd. He has over 25 years’ experience of consumer and business-to-business reaserch. An expert in the consumer financial sector, he has directed multi-country projects covering the United Kingdom, Europe, Australasia and the United States on customer loyalty and retention, as well as research into new product/service development, and employee satisfaction. Table of Contents Part I Introduction And Theory Introduction to customer satisfaction and loyalty Theories and strategies for measuring and improving customer satisfaction and loyalty Qualitative research Part II Getting Started The project briefing The proposal Sampling What to ask Part III ‘Touching’ The Consumer Facing the consumer PART IV OUTPUTS Analysis Reporting the findings PART V WHAT LIES AHEAD? What lies ahead? Index