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THE USE OF CUSTOMER SATISFACTION INDEX IN THE SERVICE ENTERPRISE
Abstract
Customer satisfaction is a mental state that is an emotion expressing satisfaction or dissatisfaction with the choice of the brand made during the purchase. Satisfaction occurs when the product meets our expectations, while dissatisfaction when it can not meet them. An analysis of the customer satisfaction should be treated as a key stage in the customer satisfaction management system. Without knowing the expectations and level of customer satisfaction, non of enterprises is able to determine what to improve and what to leave without changes. There are various methods, indicators used in such situations. However, it should be emphasized, that this is a very complex research, because many factors will affect customer satisfaction. What's more, different customers may have different feelings about the same product. The most difficult is to assess the satisfaction of customers in the case of services, because the services themselves are immaterial, and their features, which will determine the quality and customer satisfaction, are difficult to measure. The purpose of the paper was to assess the customer satisfaction of the chosen service company dealing with books selling via Internet. The analysis was based on the Customer Satisfaction Index (CSI) and a specially developed questionnaire. The questionnaire was filled in by the customers of the researched company after the services were provided. The research allowed to identify areas requiring rapid improvement.
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