Course Description
Customer satisfaction is a marketing term that measures how products or services supplied by a company meet or surpass a customer’s expectation. Customer satisfaction is important because it provides marketers and business owners with a metric that they can use to manage and improve their businesses. It is a leading indicator of consumer repurchase intentions and loyalty, a point of differentiation, reduces customer churn and increases customer lifetime value. This course will take you through all the aspects of Customer Satisfaction measurement. From identifying samples to measuring results, you will be offered a comprehensive insight on how to effectively use this important marketing tool.
Course Objectives
- Learning the concept of customer satisfaction
- Survey tools and instruments
- Understanding sampling
- Globally used customer satisfaction measures
Who Should Attend?
- Directors and managers
- Brand managers
- Executives
- Advisors to directors and top managers
- Those who would like to develop and enhance their marketing skills
Course Details/Schedule
- Customer satisfaction defined
- Dimensions of customer satisfaction
- Satisfaction for physical products
- Satisfaction for services
- SERVQUAL and E-S QUAL scales
- Understanding sampling
- Sampling techniques
- Determining demographic quotas
- Online data collection forms
- Statistical precision
- Survey instruments
- Marketing scales
- Closed and open ended questions
- Likert Scale
- Question wording
- Affective measures
- Cognitive measures
- Overall satisfaction
- Attribute satisfaction
- Things gone wrong
- Loyalty measures
- Tendency to repurchase
- Recommendation to others
- Loyalty metrics
- Overall summary
