Customer satisfaction surveys: Issues and Concerns
Pratap Chandra Mandal
Customer satisfaction is essential for the long-term success of any organization. Customer satisfaction might be measured based on customer satisfaction surveys. Customer satisfaction surveys are conducted based on questionnaires. Although customer satisfaction surveys are very popular, the surveys are not without drawbacks. In the study, both the benefits and the drawbacks of conducting surveys are discussed. The process of identification of some of the drawbacks is discussed. The paper also suggests solutions for overcoming the drawbacks. Researchers, practitioners, and companies are suggested to be aware of the limitations of questionnaire survey while conducting the surveys and interpret the results of the analysis keeping the limitations in mind. The arguments presented and the solutions suggested are expected to help researchers, practitioners, and companies while applying customer satisfaction surveys for measuring customer satisfaction.