Business people generally believe that satisfying customers is a good thing, but they don’t necessarily understand the link between satisfaction and profits. This is partly because much of the original work was done so long ago that contradictory cases and nuances have allowed confusion to build up. Additionally, some companies have appeared successful for a time despite poor satisfaction, generally in industries where there is limited or no competition such as airlines.
[Read more…] about Profiting from customer satisfaction and loyalty research