Beyond the ultimate question : a systematic approach to improve customer loyalty / Bob E. Hayes.

Beyond the ultimate question, and measurement and meaning of customer loyalty
The structure of customer feedback programs
Customer feedback programs and best practices study
Strategy and corporate governance
Business process integration
Survey method
Reporting
Applied research
Common roadblocks to increasing customer loyalty
Turning data into profit the oracle way: using the customer experience to drive improvement and growth
Development of a customer feedback program: the Akamai story
Appendixes: A. Determining customer requirements
B. Customer satisfaction questionnaire construction
C. Measurement scales
D. Frequencies, percentages, probabilities, histograms, and distributions
E. Descriptive statistics
F. Statistics, parameters, and sampling distributions
G. Decision making and hypothesis testing
H. T-tests
I. Analysis of variance
J. Regression analysis
K. Factor analysis
L. Table of random numbers.