A number of methods exist to measure customer satisfaction.
(a) Periodic surveys can track customer satisfaction directly. Respondents can also be asked additional questions to measure repurchase intention and the likelihood or willingness to recommend the company and brand to others.
(b) Monitor the customer loss rate and contact customers who have stopped buying or who have switched to another supplier to learn why this happened.
(c) Hire mystery shoppers to pose as potential buyers and report on strong and
we points experienced in buying the company's and competitors' products.
Product and Service Quality
Total quality is the key to value creation and customer satisfaction. Marketing managers have two responsibilities in a quality-centred company:
(a) Participate in formulating strategies and policies to help the company win through total quality excellence.
(b) Deliver marketing quality alongside production quality.
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