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An Empirical Investigation of Scope and Format

Authors

  • Frederic Kraft
  • Charles Martin

Abstract

The scope and technical quality of 312 customer comment cards from a variety of service and retail industries were analyzed. The findings revealed numerous differences in card design and usage, and identified common deficiencies in the preparation and utilization of this popular research tool. Suggestions for improvements are offered.

Issue

Vol. 10 (1997): The Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior

Section

Journal Articles

License

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