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.
“I love to weigh, to settle, to gravitate toward that which most strongly and rightfully attracts me;Mnot hang by the beam of the scale and try to weigh less,—not suppose a case, but take the case that is; to travel the only path I can, and that on which no power can resist me. It affords me no satisfaction to commence to spring an arch before I have got a solid foundation.”
—Henry David Thoreau (1817–1862)
“Our science has become terrible, our research dangerous, our findings deadly. We physicists have to make peace with reality. Reality is not as strong as we are. We will ruin reality.”
—Friedrich Dürrenmatt (1921–1990)