Usai, Antonio (2009) La Valutazione dei sistemi produttivi: la customer satisfaction nei sistemi turistici. Doctoral Thesis.
Modern marketing theory is driven by an in depth study of the market, and research of consumer needs and preferences. This trend, so important to industry, have also been recognised by the public sector, increasingly adopts to define policy considering a multitude of elements, that can’t be removed from custormer needs. The concept of customer satisfaction requires the identification of customer needs and the application of a system approach. Over the years, the problem has been approached by various researchers, some of them have developed models that have been adopted by both the private and public sector. Among the many fields where these theories have been applied, we find the tourism sector as well, where many limits to the application of most models have emerged. The point of departure in this thesis is this very question: how is it possible to identify the tourists’ needs so as to effectively define the tourism product? This question has significant practical implication in Sardinia, as the policy makers realize that the tourist will play a central role in a truly competitive tourism production system. The proposed case history represents the application of an innovative and analytical model, over the period of three years. From this work, I develop a reliable data set that enables the evaluation of customer satisfaction of the clients of the Sardinian tourism system. This information can enable the design of a competitive tourism product.
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