Acta Oeconomica Pragensia 2008, 16(4):76-82 | DOI: 10.18267/j.aop.135

Customer Satisfaction

Marcela Zamazalová
Ing. Marcela Zamazalová, Ph.D.; Katedra marketingu, Fakulta podnikohospodářská, Vysoká škola ekonomická v Praze, zamazal@vse.cz.

Measurement of customer satisfaction or dissatisfaction is an important factor in corporate development. Deep insight into the crucial factors that have an influence on customer satisfaction and result in repeated purchases plays a critical role. The connection between customer satisfaction and its profitability for the company is discussed in many studies. They focus on the confirmation of the existence of a relationship between the rate of customer loss and a company's efficiency. In addition to the measurable effects in the financial sphere, every customer is also an important source of qualitative effects that are difficult to evaluate.

Keywords: customer satisfaction, loyalty, retail
JEL classification: G30

Published: August 1, 2008  Show citation

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Zamazalová, M. (2008). Customer Satisfaction. Acta Oeconomica Pragensia, 16(4), 76-82. doi: 10.18267/j.aop.135
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