How do we measure customer satisfaction? One way is by conducting customer satisfaction surveys. Surveys are suited to measure service quality. That is, "the difference between customers' expectations of service and their perceptions of actual service performance" (Valerie A. Zeithaml, pg.xi). Thus, surveys can help us understand what customers expect and how they perceive our services. Surveys can be done through various media: mail, telephone and email. Besides, one of these surveys is the …showed first 75 words of 560 total…

…showed last 75 words of 560 total…and profits is by no means assured" (Werner Reinartx, pg.10). That is, loyal long term customers can sometimes be less profitable than loyal short term customers. Works Cited: Service Quality, Marketing science institute, Valerie A. Zeithaml, A. Paraguayan Customer loyalty, Jill Griffin, copyright 2002 Putting the service profit chain to work, Harvard business review by James L. Heskett, Thomas O jones, Customer loyalty, Jill Griffin, copyright 2002 The Loyalty Effect, Frederick F. Reichheld, Harvard Business school press