Measuring Small Business Customer Satisfaction

Main Article Content

Henry B. Balfanz
Laura Lowe

Keywords

Customer Satisfaction, Ultimate Question, Marketing, Family Owned Business, Dance

Abstract

Most family owned small businesses are so concerned about keeping the doors open on a daily basis that not a lot of time is spent on researching their customer satisfaction. As well, funds for such marketing research are often limited. Trying to keep personal bias out of such research is difficult. Thanks to the Ultimate Question/Net Promoter Score now there is a simple way to measure customer satisfaction by asking a single question. Can this work for a small dance business in mid-Michigan?

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