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Modern Analysis of Customer Surveys: with applications using R by Silvia Salini, Ron S. Kenett

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2

The ABC annual customer satisfaction survey

Ron S. Kenett and Silvia Salini

This chapter introduces the ABC company and its 2010 annual customer satisfaction survey (ACSS). This provides the background for the case study used throughout the book, including a basic analysis of the survey data.

2.1 The ABC company

Media, telecommunications, and software companies are now competing on each other's traditional turf. Cable TV companies are offering phone services, telephone companies provide satellite TV, and software developers put it all together. In this competitive environment, service providers need to control operating costs and excel at customer satisfaction as a driver to retention and loyalty, while continuously enhancing their products and services.

ABC (a fictitious but realistic company) is a typical global supplier of integrated software, hardware, and service solutions to media and telecommunications service providers. The company develops, installs and maintains systems combining hardware, software and advanced electronics. These enabling systems support various lines of business, including video on demand, cable, and satellite TV, as well as a range of communications services, such as voice, video, data, internet protocol, broadband, content, electronic, and mobile commerce

The company also supports companies that offer bundled or convergent service packages. In addition, the company's information technology services consist of system implementation, hardware and ...

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