The questionnaire by KFF asks 10 questions with a scale that ranges from 'Strongly Agree' to 'Strongly Disagree.' The value of these two surveys is potentially high, as they give KFF a direct view of how customers feel about its products and services. In particular, KFF can analyze how well they are using the 'Four Ps' with certain questions, such as the customer's overall satisfaction with convenience (place), value (price), and selection (product) (Kerin et al...
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In particular, KFF can analyze how well they are using the 'Four Ps' with certain questions, such as the customer's overall satisfaction with convenience (place), value (price), and selection (product) (Kerin et al., 2006, ch 1). The results of these surveys can be used to determine how a customer will react to the introduction of new services...
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