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Working Papers (1994), ESSEC Business School

Towards a Transnational Index of Customer Satisfaction : A Conceptual and Methodological Exploration

AGRAWAL M., DESMET Pierre

Very few areas in contemporary marketing research have attracted as much attention as the issue of customer satisfaction (CS). This has led to a high degree of diversity and a number of interesting possibilities. In the midst of such affluence, this paper argues for developing a Transnational Index of Customer Satisfaction (hereinafter, TICS). As in any research on a nebulous concept, the paper reports its marketing potential and areas of darkness. For each conceptual and methodological issue, a way out too has been identified. The central purpose of TICS is to further contribute to international competitiveness, customer welfare by answering what constitutes customer satisfaction in TICS , and what is the pratical utility of TICS in the current global scene and, what are the most relevant conceptual, methodological and administrative issues for TICS.

AGRAWAL, M. and DESMET, P. (1994). Towards a Transnational Index of Customer Satisfaction : A Conceptual and Methodological Exploration. ESSEC Business School.