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.
“People stress the violence. That’s the smallest part of it. Football is brutal only from a distance. In the middle of it there’s a calm, a tranquility. The players accept pain. There’s a sense of order even at the end of a running play with bodies stewn everywhere. When the systems interlock, there’s a satisfaction to the game that can’t be duplicated. There’s a harmony.”
—Don Delillo (b. 1926)
“It is a good morning exercise for a research scientist to discard a pet hypothesis every day before breakfast. It keeps him young.”
—Konrad Lorenz (1903–1989)