Discuss the research objectives for a customer satisfaction survey.

Expert Answers
pohnpei397 eNotes educator| Certified Educator

There can be many different objectives for a customer satisfaction survey.  This is because customer satisfaction is a rather broad area.  Since there are many factors that go into customer satisfaction, there can be many objectives for such a survey.  It is important that researchers have a clear idea of what their objectives are.  Let us look at some possible objectives.

Establish a baseline for customer satisfaction.  It is important for a firm to know what sort of trends are happening in its customer satisfaction levels.  In other words, it is not enough to know that 30% of your customers are satisfied.  You need to know if things are getting better or worse.  One way to start out is to do a survey whose objective is to find the current level of satisfaction so later surveys can have a point for comparison.

Find strengths and weaknesses.  Instead of simply asking if customers are satisfied, a survey might try to determine what aspects of your business the customers do and do not like.  This gives a more nuanced view of customer satisfaction.

Determine how you are doing relative to competitors.  Customer satisfaction cannot really be understood in a vacuum.  Instead, it can be helpful to know how satisfied your customers with your business as compared to other businesses that compete with you.

All of these are possible research objectives for a customer satisfaction survey.