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.
“When a man’s feeling and character are injured, he ought to seek a speedy redress.... My character you have injured, and further you have insulted me in the presence of a court and large audience. I therefore call upon you as a gentleman to give me satisfaction for the same.”
—Andrew Jackson (1767–1845)
“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?” [Was will das Weib?]”
—Sigmund Freud (1856–1939)