Group 3b Measuring Customer Satisfaction

7/31/2019 Group 3b Measuring Customer Satisfaction

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Presented


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Customer satisfaction measures how well acompanys business activities including theactual product , service, company, and how the

company operates in the global environment.

Customer satisfaction measures are an overallpsychological evaluation that is based on thecustomers lifetime of product and serviceexperience


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Surveys provide:

Formal feedback to a firm

Positive signal to customers that firms care

Surveys are:

Direct

Clear of purpose

Easy to administer

Easy to interpret


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Individuals who are more satisfiedare more likely to respond to asatisfaction survey than are

individuals who are less satisfied.(Lebow 1982)

Hypothesis:

Both highly satisfied and highly

dissatisfied customers are more likelyto respond to a satisfaction surveythan customers who are neither highlysatisfied nor dissatisfied.

Alternativehypothesis:


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Satisfaction results may differdepending on the different datacollection processes e. g. personal,telephone, mail interviews.

Satisfaction data collected using

different modes are notcomparable.


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When a decision is framed in positiveterms, it will be perceived more

positively than when the same decisionis framed in negative terms.(Tversky

and Kahneman 1979,1984)

Framing questions is likely to lead tomore favorable associations than

framing it in negative terms.

This may influence the shape of theunderlying response distribution


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There seems to be a

relationship between the

level of customer

satisfaction obtained in astudy and the timing of the

measurement.

Customer satisfaction

appears to be highest

immediately subsequent to

purchase but to decrease

somewhat over time.


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Customer satisfaction

measurements are influenced bysuch personal characteristics(response styles) as socialdesirability and acquiescence.(El-

Guebaly et al. 1983)


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Answers to severaltypes of questions

may well be relatedto the survey

participants mood atthe time the question

is asked andanswered.


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Cognitive

(thinking/evaluation)Affective (emotional-

feeling/like-dislike)

Behavioural(current/future actions)

OverallMeasures ofSatisfaction

involves three(3)

psychologicalelements for

evaluation ofproduct orservice

experience:


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Overall, how satisfied are you with Activia?1.An overall satisfactionmeasure(emotional):

Would you recommend Activa to your familyand friends?2.A loyalty measure(affective, behavioural)

How satisfied are you with the taste?

How important is taste to you in selecting a

yogurt?

3.A series of attributesatisfaction measures

(affective and cognitive)

Do you intend to repurchase Activia?4.Intention torepurchase(behavioural measures)


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AffectiveMeasures of

CustomerSatisfaction

CognitiveMeasures of


BehaviouralMeasures of


ExpectationsMeasures


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Explicit expectation are mental targets forproduct performance.

Implicit expectation represent the norms ofperformance that reflect accepted standardsestablished by business in general, othercompanies, industries and even cultures.


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Static

Dynamic

Technological

Interpersonal


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PerceivedQuality

Measures

PerceivedValue

Measures

CustomerLoyalty

Measures


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Three (3) approaches1. Post Purchase Evaluation

2. Periodic Satisfaction Surveys

3. Continuous Satisfaction Tracking

When to conduct customer satisfaction

surveys:


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Product Use

Product Familiarity

Product Evaluation

Message and Package Evaluation

Value Analysis

Satisfaction Measurements


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Abraham Lincolns quote about fooling people couldbe usefully modified for customer satisfaction researchto read You can satisfy all the people some of thetime, and some of the people all the time, but youcannot satisfy all the people all the time.

As marketers we know that we must segment ourcustomer base. It is no good trying to satisfy everyone,

as we do not aim our products at everyone. Whatmatters is that we achieve high scores of satisfaction inthose segments in which we play.


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Peoples views change continuously and the performance ofcompanies in delivering customer satisfaction is also changing.

Measuring satisfaction must be a continuous process.

Tracking surveys provide benchmarks of ones own companys

performance and, if competitor suppliers are also being measured,there will be measurements of relative performance.

Therefore researchers must design a survey that will accurately show

real differences.

The questionnaire needs to be consistent so there is no dispute aboutanswers differing because of changes to questions.

The sample of each survey must be large enough to provide a reliable

base and the selection of the sample must mirror earlier surveys so

like is being compared with like.


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There seems to be significant relationshipsbetween general levels of (global, life)satisfaction and customer satisfaction

There may also be a significant relationship

between the number of shopping or choicealternatives and customer satisfaction

Based on different research:


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The primary conclusion of this article is thatmeasurements of customer satisfaction are very

context dependent. The measurement ofcustomer satisfaction is less than precise,possibly confounded with other variables,subject to considerable methodological

contamination, and likely reflective of theinfluence of numerous factors other than thoseexplicitly incorporated in measuring devices


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Group 3b Measuring Customer Satisfaction

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