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The Strathprints institutional repository is a digital archive of University of Strathclyde's Open Access research outputs. Strathprints provides access to thousands of Open Access research papers by Strathclyde researchers, including by researchers from the Physical Activity for Health Group based within the School of Psychological Sciences & Health. Research here seeks to better understand how and why physical activity improves health, gain a better understanding of the amount, intensity, and type of physical activity needed for health benefits, and evaluate the effect of interventions to promote physical activity.

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Attitudes towards customer satisfaction measurment in the retail sector

Wilson, A.M. (2002) Attitudes towards customer satisfaction measurment in the retail sector. International Journal of Market Research, 44 (2). pp. 213-222. ISSN 0025-3618

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Abstract

Following criticism of customer satisfaction measurement in the literature, this paper reports on a programme of research aimed at assessing corporate attitudes towards customer satisfaction measurement. The findings are based on a survey undertaken with marketing managers in 86 large (more than 25 outlets) UK retail and retail service organisations. The managers are generally aware of the weakness of using customer satisfaction measurement on its own, and therefore mystery shopping and staff surveys are commonly used to augment the results of customer satisfaction surveys. The research also found that the majority of the managers do not agree with the criticisms of CSM commonly cited in the literature, although a number are not fully satisfied with their CSM programmes. In particular, more needs to be done with regard to the provision of feedback to dissatisfied customers and also in the benchmarking of customer satisfaction against competitors, since very few of the respondents are currently satisfied with their approach to these activities.