This course looks at the problematic area of Evaluation of Customer Satisfaction and Loyalty. After an introduction to the basic concepts and reasons for the study of the evaluation of customer satisfaction and loyalty, the course follows the various stages of a study of this nature. Thus we begin with exploratory research, with a special focus on the definition and identification of the target group and the selection of the key-variables.

Then we move to data collection, including the design of questionnaires and the management of field work. Finally the main methods of analysis and the presentation of results are looked at. The course ends with some references to the main national and international studies of the Evaluation of Customer Satisfaction and Loyalty.