MEASURING CUSTOMER SATISFACTION

Survey research on measuring customer satisfaction using an index, mar ket share and a lead user confirms that satisfaction must be with the firm as an innovator well as with the innovative service or product. T he customer is defined as not only the end user or consumer but as a d ownstream counterpart of R&D in the same company or in other parts of the distribution chain. For an overall indication of customer satisfac tion, measure the firm's responsiveness, its technology (capabilities and products) and product quality/reliability.