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La misurazione della soddisfazione del cliente (The measurement of customer satisfaction).

D'Andreta Mario

This text offers a brief reflection on the methodologies for measuring customer satisfaction. After a brief illustration of the assumptions for the development of customer orientation on the border between the two business areas of production quality and marketing, four models for measuring customer satisfaction are briefly presented: the ServQUAL model, based on the comparison between customer expectations towards products/services and the perception of the same after their consumption/use; the gap model, which is based on verifying the consonance between the different aspects of satisfaction, in terms of quality planned, quality desired by the customer, quality implemented by company staff, quality offered by the company and quality perceived by the customer; the Kano model, which is based on the relationship between objective and subjective quality, in terms of relationship between customer satisfaction and characteristics that determine the quality of product/service and the MEASURES model, which integrates the analysis of the relationship between expectations and perceptions of the customer towards products and services with a segmentation of customer demand, according to the theoretical model of demand analysis.

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