Improving Customer Satisfaction, Loyalty, and Profit

This useful guidebook is aimed at executives concerned with quality and customer satisfaction and with on-the-ground practitioners who work closely with customer data. In a clear, straightforward style, it outlines a five-stage process toward an integrated system to measure, manage, and improve customer satisfaction. Johnson and Gustafsson, professors, respectively, at the University of Michigan and the University of Karlstad, Sweden, have a simple goal: to help establish clear linkages from quality to customer satisfaction to loyalty and, ultimately, to financial performance. "The key is to view quality, satisfaction or loyalty not as separate concepts or passing fads that can be substituted for one another," they write, "but rather as aspects of an overall system that enhances the bottom line."