customer value, see Gale, 1994), it is definitely the case that customer satisfaction is a central construct in the relationship between firms and customers. Although other constructs have been proposed to be more important correlates of loyalty (e.g. Governments have funded national studies to monitor it. Firms and managers perceive it to be related to customer retention, which is related to profitability. Satisfaction has been argued to be a critical component of brand equity (e.g. Firms have invested huge amounts in collecting satisfaction data, analyzing them, and reporting on the results. There have been numerous books, articles, and conferences devoted to it and its determinants. There’s a consensus that customer satisfaction is important. Using LISREL and PLS to Measure Customer Satisfaction Lynd D. Seventh Annual Sawtooth Software Conference La Jolla CA Feb. Using LISREL and PLS to Measure Customer Satisfaction
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