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.