- Written by Ronald van Haaften
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7.4 Customer satisfaction survey on a monthly base.
Customer satisfaction research should be done with greatest care. Measuring customer satisfaction must be a continuously, consistent, timely, accurate and reliable process. Customers can construct value before purchasing (ex ante value), at the point of purchase and/or direct experience (transaction value), after the purchase (ex post value), and after use/experience (disposition value). The means by which customer satisfaction is build may differ from time to time. Therefore I recommend executing the survey on a monthly base.