Customer Satisfaction Evaluation Methods for Measuring and Implement
This important new work provides a comprehensive discussion of the customer satisfaction evaluation problem by presenting an overview of the existing methodologies as well as the development and implementation of an original multicriteria method dubbed MU
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Series Editor: Fredrick S. Hillier Stanford University Special Editorial Consultant: Camille C. Price Stephen F. Austin State University
For further volumes: http://www.springer.com/series/6161
Evangelos Grigoroudis • Yannis Siskos
Customer Satisfaction Evaluation Methods for Measuring and Implementing Service Quality
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Evangelos Grigoroudis Technical University of Crete Dept. of Production Engineering & Management University Campus, Kounoupidiana 73100 Chania, Greece [email protected]
Yannis Siskos University of Piraeus Dept. of Informatics 80, Karaoli & Dimitriou str. 18534 Pireaus, Greece [email protected]
ISSN 0884-8289 ISBN 978-1-4419-1639-6 e-ISBN 978-1-4419-1640-2 DOI 10.1007/978-1-4419-1640-2 Springer New York Dordrecht Heidelberg London Library of Congress Control Number: 2009939837 © Springer Science+Business Media, LLC 2010 All rights reserved. This work may not be translated or copied in whole or in part without the written permission of the publisher (Springer Science+Business Media, LLC, 233 Spring Street, New York, NY 10013, USA), except for brief excerpts in connection with reviews or scholarly analysis. Use in connection with any form of information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed is forbidden. The use in this publication of trade names, trademarks, service marks, and similar terms, even if they are not identified as such, is not to be taken as an expression of opinion as to whether or not they are subject to proprietary rights. Printed on acid-free paper Springer is part of Springer Science+Business Media (www.springer.com)
Preface
The customer orientation philosophy of modern business organizations and the implementation of the main principles of continuous improvement, justifies the importance of evaluating and analyzing customer satisfaction. In fact, customer satisfaction is considered today as a baseline standard of performance and a possible standard of excellence for any business organization. Extensive research has defined several alternative approaches, which examine the customer satisfaction evaluation problem from very different perspectives. These approaches include simple quantitative tools, statistical and data analysis techniques, consumer behavioral models, etc. and adopt the following main principles: • The data of the problem are based on the customers’ judgments and are directly collected from them. • This is a multivariate evaluation problem given that customer’s overall satisfaction depends on a set of variables representing product/service characteristic dimensions. • Usually, an additive formula is used in order to aggregate partial evaluations in an overall satisfaction measure. Many of the aforementioned approaches do not consider the qualitative form of customers’ judgments, although this information constitutes the main satisfaction input data. Furthermore, in several cases, the measurements are not sufficient enough to analyze in detail customer s
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