Customer satisfaction research is that area of marketing research which focuses on customers' perceptions with their shopping or purchase experience.
Many firms are interested in understanding what their customers thought about their shopping or purchase experience, because finding new customers is generally more costly and difficult than servicing existing or repeat customers.
Many people are familiar with "business to customer" (B2C) or retail-level research, but there are also many "business to business" (B2B) or wholesale-level projects commissioned as well.
Famous quotes containing the words customer, satisfaction and/or research:
“The elements of success in this business do not differ from the elements of success in any other. Competition is keen and bitter. Advertising is as large an element as in any other business, and since the usual avenues of successful exploitation are closed to the profession, the adage that the best advertisement is a pleased customer is doubly true for this business.”
—Madeleine [Blair], U.S. prostitute and “madam.” Madeleine, ch. 5 (1919)
“Guilt always hurries towards its complement, punishment; only there does its satisfaction lie.”
—Lawrence Durrell (1912–1990)
“To be sure, nothing is more important to the integrity of the universities ... than a rigorously enforced divorce from war- oriented research and all connected enterprises.”
—Hannah Arendt (1906–1975)