Customer satisfaction surveys also intended to gain information on the enterprise core business enlargement. A case history in banking services

Anna Claudia Pellicelli, Luigi Bollani, Enrico Borgo

Abstract


The authors were involved for about twelve years in several customer satisfaction surveys referred to the same credit enterprise, located in the north west of Italy. This paper focuses on the way in which the bank collected client information using, in a conjoint way, customer satisfaction surveys and consumer behavior / needs analyses.

A particular point of interest is also directed to the implementation of the management plan, based on the service quality and on the service extension following the client interests and needs. In this case a particular position is obtained by insurance and health assistance markets.


Keywords


Customer satisfaction surveys; Consumer needs surveys; Multivariate analysis; Textual analysis

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