Open AccessMeasuring Small Business Customer Satisfaction
Author(s) -
Henry B. Balfanz,
Laura Lowe
Publication year - 2019
Publication title -
journal of business case studies
Language(s) - English
Resource type - Journals
eISSN - 2157-8826
pISSN - 1555-3353
DOI - 10.19030/jbcs.v15i1.10276
Subject(s) - customer satisfaction , marketing , business , doors , customer delight , small business , customer equity , customer retention , customer advocacy , customer to customer , work (physics) , service quality , computer science , engineering , mechanical engineering , service (business) , operating system
Most family owned small businesses are so concerned about keeping the doors open on a daily basis that not a lot of time is spent on researching their customer satisfaction. As well, funds for such marketing research are often limited. Trying to keep personal bias out of such research is difficult. Thanks to the Ultimate Question/Net Promoter Score now there is a simple way to measure customer satisfaction by asking a single question. Can this work for a small dance business in mid-Michigan?