Measuring Customer Satisfaction: Must or Not?

Year 2010, Volume: 6 Issue: 2, 76 - 88, 01.07.2010

Emrah Cengiz

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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