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 customer is the immediate jewel of our souls. Him we flatter, him we feast, compliment, vote for, and will not contradict.”
—Ralph Waldo Emerson (1803–1882)
“True balance requires assigning realistic performance expectations to each of our roles. True balance requires us to acknowledge that our performance in some areas is more important than in others. True balance demands that we determine what accomplishments give us honest satisfaction as well as what failures cause us intolerable grief.”
—Melinda M. Marshall (20th century)
“The great question that has never been answered, and which I have not yet been able to answer, despite my thirty years of research into the feminine soul, is “What does a woman want?””
—Sigmund Freud (1856–1939)