n Management Today - The death of satisfaction measurement? : customer loyalty

Volume 23, Issue 10
  • ISSN : 1027-4324



of Ask Afrika examines the claims of Fred Reichheld, an American loyalty guru, who claims that customer satisfaction measurement is redundant and should be replaced with a customer loyalty measurement. Reichheld has argued that the days of customer satisfaction surveys are over. Instead we should be measuring customer loyalty. According to Reichhold all that is necessary is a single question which he labels "the ultimate question."

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