Bibliografía: p. 231-234.

1. The historical roots of customer satisfaction research -- 2. Instrumentation and scale selection -- 3. Preparing customer satisfaction data -- 4. Analysis framework for customer satisfactiondata -- 5. Dependence models: toward relative importance -- 6. Exloratory data analysis and problems in regression analysis -- 7. Causal modeling: multiple dependencies in path analysis -- 8. Independence models: the dimensionality of satisfaction -- Structural equations with latent variables -- Appendix -- Glossary.

As global competition increases, maintaining customer loyalty is more important than ever. Dissatisfied customers now have many options, with dozens of companies from around the world competing for their business. It is crucial for every organization to retain loyal customers by maintaining a high level of customer satisfaction. However, sustaining an environment conducive to customer satisfaction is a difficult task without a strong understanding of the data surrounding customer satisfaction surveys. This is the focus of Analysis of Customer Satisfaction Data, which clearly demonstrates how to interpret the data gathered in customer surveys while explaining how to use this information to improve overall customer satisfaction. Written by industry leaders with years of experience consulting top companies such as General Motors, Bank of America and Met Life, this book offers a step-by-step approach to customer loyalty research in an advanced yet understandable format.