Figure 5-1Criteria for An Effective Services Research Program

Research

Objectives

Includes

Qualitative

Research

Includes

Quantitative

Research

Includes

Perceptions

and

Expectations

of

Customers

Includes

Measures

of

Loyalty or

Behavioral

Intentions

Balances Cost

and Value of

Information

Includes

Statistical

Validity

When Necessary

Measures

Priorities

or

Importance

Occurs

with

Appropriate

Frequency

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