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25 - CMR - Customer Relations

MCR 116 - Customer Satisfaction Measurement

Code Start Date Duration Venue
MCR 116 19 June 2023 5 Days Istanbul Registration Form Link
MCR 116 14 August 2023 5 Days Istanbul Registration Form Link
MCR 116 09 October 2023 5 Days Istanbul Registration Form Link
MCR 116 04 December 2023 5 Days Istanbul Registration Form Link
Please contact us for fees


Course Description

Customer satisfaction is a marketing term that measures how products or services supplied by a company meet or surpass a customer’s expectation. Customer satisfaction is important because it provides marketers and business owners with a metric that they can use to manage and improve their businesses. It is a leading indicator of consumer repurchase intentions and loyalty, a point of differentiation, reduces customer churn and increases customer lifetime value. This course will take you through all the aspects of Customer Satisfaction measurement.  From identifying samples to measuring results, you will be offered a comprehensive insight on how to effectively use this important marketing tool.

Course Objectives

  • Learning the concept of customer satisfaction
  • Survey tools and instruments
  • Understanding sampling
  • Globally used customer satisfaction measures

Who Should Attend?

  • Advisors to directors and top managers
  • Executives
  • Directors 
  • Managers
  • Those who would like to develop and enhance their marketing skills

Course Details/Schedule

Day 1

  • Customer satisfaction definition 
  • Dimensions of customer satisfaction 
  • Satisfaction for physical products
  • Satisfaction for services
  • SERVQUAL and E-S QUAL scales

Day 2

  • Understanding sampling
  • Sampling techniques
  • Determining demographic quotas
  • Online data collection forms
  • Statistical precision

Day 3

  • Survey instruments
  • Marketing scales
  • Closed and open ended questions
  • Likert Scale
  • Question wording

Day 4

  • Affective measures
  • Cognitive measures
  • Overall satisfaction
  • Attribute satisfaction
  • Things gone wrong
  • Handling Difficult customer

Day 5

  • Loyalty measures
  • Tendency to repurchase
  • Recommendation to others
  • Loyalty metrics