TAILIEUCHUNG - measuring customer satisfaction in the context
Tham khảo tài liệu 'measuring customer satisfaction in the context', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Measuring customer satisfaction in the context of a project-based organization Tuomas J. Ahola Helsinki University of Technology Jaakko Kujala Helsinki University of Technology ABSTRACT There is a lack of research that focuses on the suitability of the concept of customer satisfaction and the current methods used for measuring it in organizations operating in business-to-business B2B markets such as project-based organizations PBO which typically provide customized product and service offerings to a rather limited customer base. In this theoretical paper we discuss how certain characteristics of PBOs should be taken into consideration when measuring customer satisfaction. In addition we discuss the suitability of different customer satisfaction measurement CSM methods for PBOs. We argue that PBOs can expect to benefit from surveybased CSM methods. However survey-based methods do not often suffice alone and standard instruments should not be directly transferred from a B2C context to a B2B context. In addition we argue that the match between the selected CSM methods and the salient features of the PBO in question should always be considered. KEYWORDS customer satisfaction methods project-based organization project management Introduction Up-to-date information about customer satisfaction is important for successful management of complex projects. The importance of customer satisfaction is emphasized in the case of projectbased organizations where a customer often plays an integral role in the project delivery process. Turner and Keegan 2001 p. 256 elegantly define project-based organization as an organization in which 1 37 the majority ofproducts made or services supplied are against bespoke designs for customers According to Kerzner 1995 the client organization can have a great deal of influence on project success. Information about sources customer satisfaction or dissatisfaction can be used to ensure that both project .
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