Business Link: A Method for Examining Customer Satisfaction, Dissatisfaction & Complaining Behaviour

Abstract

This paper develops the methods for assessing customer satisfaction, dissatisfaction and complaining behavior (CS/D & CB) for application to the evaluation of the British Business Link initiative. Business Link is an initiative to provide advice and consultancy to small business clients. Methods of using CS/D have been well developed since the 1970s as means to evaluate new product and service developments. Their application to public policy is less common.  In this paper methods of CS/D & CB evaluation are developed for Business Link contrasting this approach to the Government's own assessments. The paper argues that assessing Business Link by measuring CS/D & CB in the manner proposed in this paper is the most rigorous approach for policy planning and evaluation purposes.