Gathering customer feedback via the Internet: instruments and prospects

For many years companies have collected feedback from customers through means such as comment cards and toll‐free telephone numbers. The feedback data can be used by companies to track quality, locate quality problems, and identify suggestions for improvement. Gathering feedback from customers has become a recent but prevalent phenomenon on the Internet. Many companies designate an e‐mail address for submitting comments and questions. Companies with information on the World Wide Web frequently include a feedback form that customers can complete on screen and send at the click of a mouse. This article considers current practice and the potential for customer feedback collection over the Internet. The nature of Web‐based feedback forms is compared to corresponding features of conventional (paper) comment cards. Explanations for differences are supposed, and future prospects for Web‐based feedback are discussed.