Final answer:
Surveys of customer satisfaction: demonstrate that less than 5% of all customers will actively complain if dissatisfied. Option B. While not perfect, these surveys can provide valuable insights into employee satisfaction, with methodologies like Likert scales, but their accuracy depends on the survey's context and sample representativeness.
Step-by-step explanation:
Surveys of customer satisfaction are a tool often used in business to gauge consumer opinions.
While it is a misconception that all dissatisfied customers will complain (A), research has indicated that a smaller percentage, less than 5% (B), actually actively report their dissatisfaction.
These surveys are not always a perfect measurement of the entire level of satisfaction or dissatisfaction among customers (C).
A value-gap analysis (D) can be a part of customer satisfaction research but is a separate concept from satisfaction surveys.
It is untrue that satisfaction surveys are only reliable when conducted with current customers (E); they can also be insightful when conducted with former customers to understand their reasons for leaving.
Job satisfaction is generally measured by questionnaires, often utilizing a Likert scale to assess the degree of satisfaction among employees. These methods can provide insights at a global level or focus on specific factors.
The accuracy and reliability of such surveys can be influenced by how representative the sample is, how the survey is administered, and the context in which it's conducted.
Furthermore, the number of complaints cannot assume the quality of a service like with airlines, tabulating complaints can be misleading without considering the number of passengers (93).
Hence, the right answer is option B.