The problem with most measures of customer satisfaction and loyalty is that they are _____ but they are about the ______
A) soft, future.
B) hard, current.
C) hard, historical.
D) soft, historical.

Question

Quizplus · Accepted Answer

Most measures of customer satisfaction and loyalty are subjective or "soft" because they are based on customers' perceptions and attitudes. However, they are typically focused on future behavior (e.g. likelihood to recommend or repurchase), rather than current or historical behavior.

The Problem with Most Measures of Customer Satisfaction and Loyalty