Abstract:
The concept of measuring customer satisfaction and establishing measurement
techniques has received quite a high concern from the part of managers in different
companies. All the things managers do to achieve quality and provide excellent
service are not important at all if they do not work to satisfy the customer. Because
of the importance of satisfying customers, companies need to establish a
satisfaction measurement program in order to objectively monitor how well they
are doing.
The purpose of this research is to study and analyze management's assessment of
the most co=on customer satisfaction measurement techniques in major
Lebanese banks. It also intends to see the different techniques or tools applied in
the measurement process and to examine the various factors that are likely to be
associated with the manager's decision to use customer satisfaction measurement
techniques.
