Satysfakcja klienta – aktualne problemy metodyki badań
Customer satisfaction – current problems of research methodology

Summary/Abstract: Customer satisfaction is still a difficult subject of research, varied depending on the object of the research. In order and forecast the mechanism satisfaction, it’s necessary to use multidimensional research tools in accordance with the assumptions of their applicability. The literature on the subject shows the continuous lack of a standard definition, despite the fact that customer satisfaction has been the subject of research since 1970. Researchers are constantly looking for determinants of its formation and predictions of feeling in empirical diagnoses. Customer satisfaction is a basic factor of a company’s success and a condition of staying on the market. The aim of the article is to present methodological problems in customer satisfaction surveys not only in the phase of data acquisition, but primarily in the choice of the type of dependency (linear or non-linear) factors, correct interpretation of results accuracy of the predictive model. The considerations are based on several selected publications in which the authors follow different approaches. The confrontation of these achievements with proposals not applied so far, and proposed by mathematicians may have a great value for business practice, but also for the development of science in the sense of considering the accuracy of expected customer behavior using new modeling techniques (e.g. neural networks) in the conditions of huge databases a several selected publications in which the authors take different approaches.

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