AMA handbook for customer satisfaction/ by Alan Dutka

Includes appendix, bibliography and index

1. Customer satisfaction: the challenge --2. Planning customer satisfaction research --3. Who are the customers? --4. Qualitative and quantitative research --5. Determining critical performance attributes: the customer defines satisfaction --6. Mail or telephone survey? --7. Designing the questionnaire --8. Conducting the customer satisfaction survey --9. Analyzing results: qualitative research --10. Analyzing results: percentages and proportions --11. Analyzing results : statistical techniques --12. Integrating company information in the research process --13. Applying the results: how to improve satisfaction --14. Maintaining customer satisfaction: continuous improvement is not a luxury.