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:
“A good customer should not change his shop, nor a good shop change its customers.”
—Chinese proverb.
“It is remarkable with what pure satisfaction the traveler in these woods will reach his camping-ground on the eve of a tempestuous night like this, as if he had got to his inn, and, rolling himself in his blanket, stretch himself on his six-feet-by-two bed of dripping fir twigs, with a thin sheet of cotton for roof, snug as a meadow-mouse in its nest.”
—Henry David Thoreau (1817–1862)
“The working woman may be quick to see any problems with children as her fault because she isn’t as available to them. However, the fact that she is employed is rarely central to the conflict. And overall, studies show, being employed doesn’t have negative effects on children; carefully done research consistently makes this clear.”
—Grace Baruch (20th century)