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The Science of Customer Satisfaction

6 Proven Methods for Measuring Customer Satisfaction

❶Add to this our world of ever exacting standards. Perhaps the most common flawed scale in use today is:

1. Overall Satisfaction Measure (Attitudinal)

2. Loyalty Measurement (Affective, Behavioral)
Why Customer Satisfaction Is So Important
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Methods of Measuring Customer Satisfaction Managing customers’ satisfaction efficiently is one the biggest challenge an organization face. The tools or methods to measure customer satisfaction needs to be defined sophisticatedly to fulfill the desired norms.

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Kotler and Keller (, p) define satisfaction as a person’s feeling of pleasure or disappointment which resulted from comparing a product’s perceived performance or outcome against his/ her expectations.

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The methodology progresses in two phases, shown in Figure1. The steps in phase I are important preliminary activities, while phase II lists the steps necessary to compile, define and prioritize the list of customer satisfaction dimensions. Developing a customer satisfaction programme is not just about carrying out a customer service survey. Surveys provide the reading that shows where attention is required but in many respects, this is the easy part.

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The customer satisfaction (ACSI) index score is calculated as a weighted average of three survey questions that measure different facets of satisfaction with a product or service. ACSI researchers use proprietary software technology to estimate the . Customer satisfaction is one of the strongest indicators of customer loyalty. Customer loyalty is important because: This drives repeat business, even if there is a lower price on offer from a competitor.