How do we measure customer satisfaction? One way is by conducting customer satisfaction surveys. Surveys are suited to measure service quality. That is, "the difference between customers' expectations of service and their perceptions of actual service performance" (Valerie A. Zeithaml, pg.xi). Thus, surveys can help us understand what customers expect and how they perceive our services. Surveys can be done through various media: mail, telephone and email. Besides, one of these surveys is the loyalty acid test. …
