SATISFACTION BAROMETER OF THE CUSTOMERS OF AUCHAN RUSSIA

Abstract

Customer satisfaction research helps businesses build stronger relationships. The establishments need to retain existing customers while targeting non-customers. Measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace. This international retail group in Russia yearly surveys satisfaction researches. I have been working for the research department since April 2010 and I planned and carried the last project into display. In my presentation I would like to demonstrate the succeeds. The questionnaires were realized in august 2010, in 7 hypermarkets in 4 cities of Russia. Aims at principal of satisfaction barometer were: • to measure the quality of service really perceived by the most regular customers in each store, • to propose the evolutions of satisfaction, • to underline the strength and the weaknesses of the store and its regional performances, • to identify the relative importance of dimensions of service in the total satisfaction of the customers, • and to draw the priority actions from them to improve total satisfaction of the customers.

Keywords

• Customer satisfaction, Research, Russian market

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