An examination of how to use research effectively. It takes the reader step-by-step through the process of designing and conducting a survey to generate accurate measures of customer satisfaction and loyalty. The research process is explained in detail, including questionnaire design, analysis and reporting, but the book also covers other elements of an effective customer satisfaction process. These include project planning, communicating with customers before, during and after the survey, and providing internal feedback and taking effective action to address issues raised by the survey. This new edition (previously published as Handbook of Customer Satisfaction Measurement) includes four new chapters on loyalty measurement. As well as examining the nature of loyalty, the book provides detailed information on how this complex concept should be measured. The satisfaction-profit chain and associated modelling and forecasting techniques are also explained.