Measuring Small Business Customer Satisfaction

Main Article Content

Henry B. Balfanz
Alma College

Laura Lowe
Alma College

Keywords

Customer Satisfaction, Ultimate Question, Marketing, Family Owned Business, Dance

Abstract

Most family owned small businesses are so concerned about keeping the doors open on a daily basis that not a lot of time is spent on researching their customer satisfaction. As well, funds for such marketing research are often limited. Trying to keep personal bias out of such research is difficult. Thanks to the Ultimate Question/Net Promoter Score now there is a simple way to measure customer satisfaction by asking a single question. Can this work for a small dance business in mid-Michigan?

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Published
Jan 18, 2019
DOI https://doi.org/10.19030/jbcs.v15i1.10276

Article Details

How to Cite
Balfanz, H. B., & Lowe, L. (2019). Measuring Small Business Customer Satisfaction. Journal of Business Case Studies (JBCS), 15(1), 1–12. https://doi.org/10.19030/jbcs.v15i1.10276
Issue
Vol. 15 No. 1 (2019)
Section
Articles
Author Biographies

Henry B. Balfanz, Alma College

Henry Balfanz (Contact Author) is an Assistant Professor of Business Administration at Alma College in Alma, Michigan.  He also taught Marketing at Bradley University in Peoria, Illinois and Northern Michigan University in Marquette, Michigan, and Vysoka Skola Ekonomicka in Prague, Czech Republic on seven occasions. Prior to teaching, he was an Executive in the broadcast, newspaper, and advertising industries. Balfanz holds a Bachelor of Science in Broadcast Management from Southern Illinois University at Carbondale and a Masters of Business Administration from Bradley University.

Laura Lowe, Alma College

Laura Lowe, a graduate of Alma College, class of 2018 in Alma, Michigan, earned her Bachelors of Arts in both Professional Accounting and Dance—graduating Magna Cum Laude with honors. Lowe grew up dancing at DuHadway Dance Dimensions and enjoyed teaching for them while attending college. She had an internship at an accounting firm, which provided entry level accounting skills. Lowe enjoyed dancing and performing with the Alma College Dance Company and Kiltie Dancers during her college years. Post-graduation, Lowe will take the CPA exam and working in the Foreign Direct Investments department at Clayton & McKervey in Southfield, Michigan.