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.
“Climbing is unadulterated hard labor. The only real pleasure is the satisfaction of going where no man has been before and where few can follow.”
—Annie Smith Peck (1850–1935)
“To be sure, nothing is more important to the integrity of the universities ... than a rigorously enforced divorce from war- oriented research and all connected enterprises.”
—Hannah Arendt (1906–1975)