Measuring customer satisfaction and customer loyalty

The first thing you must clarify before launching a Customer Satisfaction Survey (CSS) is the questionnaire's purpose. When conducting a Customer Satisfaction Survey, you differentiate between two approaches defined by the survey's purpose. 

Is it:  

1. The desire to have a hypothesis confirmed? 

1. The desire to acquire new knowledge about your business?  
    
   Therefore, you should start by deciding whether your survey should follow the confirmatory or exploratory approach.  
    
   Here we describe the two approaches: