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The Customer Satisfaction Survey

Published on .

In The Value Profit Chain, Earl Sasser Jr. and his co-authors declare "So-called satisfaction surveys must go beyond merely the question of satisfaction if they are to yield the data necessary for profiling the customer base." Questions they propose for use in surveys include: How satisfied are you (with the product or service?; How likely are you to repurchase?; and How likely are you to tell someone else about your experience?
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