A Company That Wanted to Measure Its Customers' Levels of Satisfaction

Multiple Choice

A company that wanted to measure its customers' levels of satisfaction should:

A) Not bother with determining why some customers are no longer buying its products
B) Rely solely on customer satisfaction measures as determined through survey and personal interview techniques
C) Not be concerned with how much a customer is buying from distributors of similar products
D) Look at customer satisfaction measures, annual retention rates as well as the frequency and size of customer purchases to determine customer satisfaction. Use an external market research company to determine customer satisfaction in order to make sure that the collected data are not biased