ANALYZING THE CUSTOMER SATISFACTION MEASUREMENT AND ASSESSMENT PROCESS AT AIRTECH LIMITED
The marketing management at Airtech Limited, a security products manufacturer and distributor operating in European markets, conducted a customer satisfaction survey across eight national markets in Europe. The purpose of this study is to analyze the customer satisfaction measurement and assessment process at Airtech Limited.
There are three major goals of the analysis. These three major goals are as follows:
1. The first major goal is to assess the quality of the questions included in the customer satisfaction survey instrument administered by Airtech Limited.
2. The second major goal is to assess the customer satisfaction measurement and assessment process at Airtech Limited in relation to relevant theory.
3. The third major goal is to develop for Airtech Limited management suggestions for improvement of the customer satisfaction measurement and assessment process at the company that will allow the company to make future customer satisfaction measurement and assessment exercises both more effective and more efficient.
Assessing the Quality of the Questions Included in the Survey
Instrument Administered by Airtech Limited to Measure and Assess Customer Satisfaction at the Company
The customer satisfaction survey instrument employed by Airtech Limited is a massive and somewhat confusing data collection instrument. The design of the instrument, together with it length appears destined to alienate customers. The instrument includes 192 separate items. This number of items places much too great a burden on the people who are the company's customers. Airtech Limited offers the respondents nothing in return for the substantial expenditure of time and effort that completing the customer satisfaction survey questionnaire will require.
The instrument defines seven major areas of interest in relation to customer satisfacti...