Customer satisfaction surveys: Methodological recommendations for financial service providers

This methodological article investigates practical challenges that emerge when conducting customer satisfaction surveys (CSS) for financial service providers such as banks, insurance or leasing companies, and so forth. It displays methodological recommendations in reference with: (a) survey design, (b) sampling, (c) survey method, (d) questionnaire design, and (e) data acquisition. Article provides appropriate explanations that usage of: two-stage survey design, SRS method, large samples, and rigorous fieldwork preparation can enhance the overall quality of CSS in financial services. Proposed methodological recommendations can primarily be applied to the primary quantitative marketing research in retail financial services. However, majority of them can be successfully applied when conducting primary quantitative marketing research in corporate financial services as well. .

• 저널Marketing Science · 41(2) · 113–122
• 토픽Customer Service Quality and Loyalty · Organizational Behavior and Human Resource Management
• 저자Marko Đorđić