Measuring Customer Satisfaction: Must or Not?

Abstract

Keywords

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MÜŞTERİ MEMNUNİYETİNİN ÖLÇÜLMESİ: ZORUNLU MU? DEĞİL Mİ?

Abstract

İşletmeler için müşteri memnuniyeti ve ölçümlenmesi konusu rekabet avantajı sağlama ve sürdürülmesi açısından hayati öneme sahiptir. Müşterilerinin beklentilerini öğrenerek bunları karşılayacak pazarlama karması bileşenlerini oluşturan işletmeler bunun karşılığını müşteri sadakati ve karlılık ile aldıkları görülmektedir. Müşteri memnuniyeti araştırmaları ile müşterilerin firma ve ürün/hizmetleri ile ilgili düşünceleri yanında rakiplerin durumu ilgili tespit yapma imkânı sağlar.

Keywords

• Müşteri Memnuiyeti, Müşteri Memnuyeti Ölçümlemesi, İşletme

References

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