Abstract
Since the early 1970s, there has been a proliferation of customer satisfaction measures. A classification of these measures, which is modified and adapted from Hausknecht’s (1990) study, is provided in Table I. However, there has been no research on differentiating the use of those measures. It has been implicitly assumed that measures that have been shown to be reliable and to have high validity in one or several contexts, are equally applicable in other contexts. This paper explores the idea that the selection of customer satisfaction measures should be a function of at least three factors; (1) purpose of measurement (i.e., monitoring within a firm, benchmarking across firms and industries, and idea generation), (2) product characteristics, and (3) respondents characteristics. This paper identifies that there are at least three purposes of measuring customer satisfaction and that each purpose is likely to require a different type of satisfaction measure. Product involvement and product benefits are some of the product characteristics, which are suggested to influence the appropriate choice of a customer satisfaction measure. This paper also shows that respondent characteristic, such as level of education and respondent involvement, should influence the selection of an appropriate satisfaction measure.
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References
Hausknecht, Douglas 1990. “Measurement Scales in Consumer Satisfaction/Dissatisfaction.” Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behaviour 3: 1-11.
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© 2015 Academy of Marketing Science
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Chung, L.M., Wirtz, J. (2015). Choosing Appropriate Customer Satisfaction Measures - First Steps towards a Normative Framework. In: Sidin, S., Manrai, A. (eds) Proceedings of the 1997 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17320-7_69
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DOI: https://doi.org/10.1007/978-3-319-17320-7_69
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17319-1
Online ISBN: 978-3-319-17320-7
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