Essence and methods of customer satisfaction research

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Customer satisfaction surveys are used to gather opinions about the goods and services offered by a company and to measure the degree of satisfaction and loyalty of buyers. Over the last few decades of marketing development, many methods have been developed to measure these aspects.

The easiest and most accessible way to survey customer satisfaction is to analyse the complaints received by the company. However, this has some drawbacks: it is not very representative. Only 4% of customers latvia email list complain directly to company representatives. The rest complain to family and friends, which discourages them from using the company's services. Therefore, when surveying customer satisfaction, it is advisable to use professional companies that use more structured methods.

These include primarily survey research. In the first phase, a questionnaire is prepared based on existing knowledge of the organization and customers. Next, interviews are conducted with buyers – by telephone, through an online survey or in person at the company’s premises. Once information about consumers has been collected, the analysis process begins. One tool that helps to interpret the data is the Consumer Satisfaction Index (CSI). It measures both the fulfillment of expectations and their validity. Using weighting in measuring satisfaction makes it possible to select the aspects that need to be improved first. Through surveys, it is also possible to calculate a Consumer Loyalty Index that shows how many existing customers would choose to buy a product or use a service again. This makes it possible to focus on the expectations of repeat customers, who are the ones that generate the most profit. Acquiring a new customer is much more expensive than retaining an existing one, so a consumer who has already used a company several times should not be allowed to give up.