The Relationship Between Customer Loyalty and Satisfaction

2217 Words Mar 24th, 2013 9 Pages
The Relationship between Customer Loyalty and Satisfaction

Introduction
In the past decades, there was a controversial issue about the relationship between customer loyalty and satisfaction. Actually, it is still a heated debate nowadays. Some people said that customer satisfaction bring customer loyalty, while some people believed that customer loyalty affect customer satisfaction. Interestingly, very few executives and managers understand the critical difference. The purpose of this paper is to find the relationship between customer loyalty and satisfaction and how should companies do to build loyalty. According to some previous researches, we found that customer satisfaction is just one of the factors of affect customer loyalty.
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The most common qualitative techniques are personal interviews and focus groups.Quantitative research is used to determine and predict the attitudes, opinions, and behavior of the market based on a scientific sampling. Web/e-mail and telephone surveys fall into this category.
And the quantitative research is better to research the relationship between the customer loyalty and customer satisfaction.
For example, one university want to survey the students to the school canteen satisfaction and loyalty. They use survey to collecting material. There have three questions to understand the student to the canteen satisfaction evaluation. The three questions include compared with other universities, how is the canteen service quality; how is the canteen service quality; how is the canteen management. And about loyalty, it also have three questions include whether will choose the other restaurant that near the school; Whether in the future will continue in the student canteen repast; whether will to others will praise and recommend university student canteen. Use the survey to know about the relationship between the customer loyalty and customer satisfaction. (InfoTrends,2012)
Meta analysis a systematic method of evaluating statistical data based on the results of several independent studies of the same problem.
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