Customer satisfaction

Marketing has increasingly adopted aggressive communication strategies such as promotional campaigns to stimulate demand. However, the market has evolved in the way it organizes itself to present goods and services. In this book, the author analyzes the relationship between Importance and Satisfaction in order to identify key factors in the implementation of marketing strategies, providing not only a specific analysis, but also summarizing company strategies from a more practical point of view, since an analysis has been carried out in a real context. The Importance vs. Satisfaction analysis allows managers to identify the most important attributes for the consumer, with the greatest impact on consumer satisfaction, and at the same time, the underperforming attributes which need to be improved immediately. Aimed at business managers, this book will help them implement strategic management tools.

Autorentext

L'autore è laureato in Ingegneria chimica, ha conseguito un diploma post-laurea in Educazione sociale e un Master in Gestione organizzativa. Ha lavorato come analista di controllo qualità nell'industria alimentare e come venditore nel settore dei prodotti di laboratorio. È insegnante/formatore a Bragança, in Portogallo, e manager educativo in una casa per bambini.