Researching Customer Satisfaction & Loyalty How to Find Out What People Really Think-Paul_Szwarc

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1、ResearchingCustFB31/8/0511:14amPage1RESEARCHINGCUSTOMERSATISFACTION&LOYALTYHOWTOFINDOUTWHATPEOPLEREALLYTHINKPAULSZWARCMARKETRESEARCHINPRACTICE000_prelim_RCS.qxd07/06/200508:23amPageiTheMarketResearchSocietyWithover8,000membersinmorethan50countries,Th

2、eMarketResearchSociety(MRS)istheworld’slargestinternationalmember-shiporganizationforprofessionalresearchersandothersengagedin(orinterestedin)marketing,socialoropinionresearch.Ithasadiversemembershipofindividualresearcherswithinagen-cies,independentc

3、onsultancies,client-sideorganizations,andtheaca-demiccommunity,andfromalllevelsofseniorityandjobfunctions.AllMRSmembersagreetocomplywiththeMRSCodeofConduct(seeAppendix2),whichissupportedbytheCodelineadvisoryserviceandarangeofspecialistguidelinesonbes

4、tpractice.MRSoffersvariousqualificationsandmembershipgrades,aswellastrainingandprofessionaldevelopmentresourcestosupportthese.ItistheofficialawardingbodyintheUKforvocationalqualificationsinmarketresearch.MRSisamajorsupplierofpublicationsandinformatio

5、nservices,conferencesandseminarsandmanyothermeetingandnetworkingopportunitiesforresearchers.MRSis‘thevoiceoftheprofession’initsmediarelationsandpublicaffairsactivitiesonbehalfofprofessionalresearchpractitioners,andaimstoachievethemostfavourableclimat

6、eofopinionsandlegislativeenvironmentforresearch.TheMarketResearchSociety(LimitedbyGuarantee)CompanyNumber518685CompanyInformation:Registeredofficeandbusinessaddress:15NorthburghStreet,LondonEC1V0JRTelephone:442074904911Fax:442074900608e-mail:info@mar

7、ketresearch.org.ukwebsite:www.mrs.org.uk000_prelim_RCS.qxd07/06/200508:23amPageiiMARKETRESEARCHINPRACTICESERIESPublishedinassociationwithTheMarketResearchSocietyConsultantEditors:DavidBarrandRobinJBirnKoganPagehasjoinedforceswithTheMarketResearchSoci

8、ety(MRS)topublishthisuniqueseriesofbooksdesignedtocoverthelatestdevelopmentsinmarketresearchthinkingandpractice.Theseriesprovidesup-to-dateknowledgeonthetechniquesofmarketresearchandcustomerinsightandbestpracticeinimplementingthem.Italsoshowsthecontr