Język Polski
English
Published
:
2010-06-30
Customer Satisfaction as the Measurement of Marketing Activities Effects of a Company
Danuta Szwajca
Abstract
The effects of marketing activities, although difficult to separate from the whole company's performance, should be under measurement. The commonly used traditional financial measure as the quantity of sales and the indexes based on it (i.e. sales profitability, profit rate) are not sufficient to provide reliable and wide-ranged assessment. Non-facials measures are also necessary which include customer satisfaction. The level of customer satisfaction may be measured by quantity and quality methods. Obviously, the role of this rate in the system of marketing activities effects measurement cannot be overestimated. It could lead to wrong decisions and incorrect allocation of marketing expenses. (original abstract)Keywords:
Customer satisfaction management, Marketing efficiencyMost read articles by the same author(s)
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Szwajca, D. (2010). Customer Satisfaction as the Measurement of Marketing Activities Effects of a Company. Zeszyty Naukowe Wyższej Szkoły Bankowej W Poznaniu, 28(28). Retrieved from https://journals.wsb.poznan.pl/index.php/znwsb/article/view/1627