When monitoring customer perceptions, which analysis is helpful to use?

Comprehensive and Detailed In-Depth Explanation:

ISO 9001:2015 requires organizations to measure and monitor customer perceptions to determine whether customer requirements are being met.

Clause Reference:

Clause 9.1.2 – Customer Satisfaction states that organizations must monitor customer perceptions using relevant methods such as customer surveys, feedback forms, and complaint analysis.

One of the most effective ways to do this is gap analysis, which identifies differences between customer expectations and actual service or product performance.

Why is the Correct Answer C?

Gap analysis helps determine discrepancies between current performance and customer expectations, allowing organizations to improve quality.

It is a standard quality improvement tool used to assess customer satisfaction.

Why are the Other Options Incorrect?

A (PEST analysis) → Focuses on external macroeconomic factors (Political, Economic, Social, Technological) rather than customer satisfaction.

B (Market-share analysis) → Examines business performance relative to competitors, not customer perceptions.

D (Competitive benchmarking) → Involves comparing processes with competitors but does not directly monitor customer perceptions.