CUSTOMER SATISFACTION MEASUREMENT

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 l

. . .
rfluous to the needs of the survey instrument. The Future major area of interest section in the customer satisfaction survey instrument has only one sub-topical area of interest section, which is also titled Future. The sub-topical area of interest Future should be eliminated from the survey instrument, as it is redundant to the needs of the instrument. The questionnaire items included in the Futures major area of interest section of the survey instrument are more suitable for inclusion in the Sales and Orders major areas of interest sections of the customer satisfaction survey questionnaire. These questionnaire items should be moved, and the Future major area of interest section in the instrument should be eliminated. The final questionnaire item included in the customer satisfaction survey instrument appears to have no valid purpose in the instrument. The questionnaire item asks respondents if they would be willing to pay a "small fee for Internet". There is not indication of what customers would receive for this fee; however, it is inappropriate for Airtech Limited to ask customers to pay for its Web site, if that is the implication of this questionnaire item. In any event, this questionnaire item should be deleted from
. . .

Some common words found in the essay are:
Airtech Limited, Product Quality, Limited CCTV, Limited Management, customer satisfaction, airtech limited, Effectiveness Equipment, Access Control, Limited Products, survey instrument, Airtech Management, Product Familiarity, Consider Intruder/Detection, customer satisfaction survey, satisfaction survey, questionnaire items, product quality, survey questionnaire, satisfaction measurement, customer satisfaction measurement, satisfaction measurement assessment, measurement assessment, major section, satisfaction survey instrument, measurement assessment process,
Approximate Word count = 4885
Approximate Pages = 20 (250 words per page)

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