Written by Scott Smith, Ph.D.
When we have a great food experience
at a new restaurant, we usually want to go back. Positive evaluations result in
greater customer satisfaction, which leads to customer loyalty and product
repurchase.
Mission accomplished.
But how do we effectively measure customer satisfaction?
Many strategies exist, but
overlooking the fundaments ofhow to measure customer satisfaction can
be detrimental to your business. Here are 4 keycustomer satisfaction
measurements that are critical to your business success
1. Overall Satisfaction Measure
(Emotional)
Example question: Overall, how satisfied are you
with “La Jolla Grove restaurant”?
This question reflects the overall
opinion of a consumer’s satisfaction experience with a product he or she has
used.
The single greatest predictors of
customer satisfaction are the customer experiences that result in attributions
of quality.
Perceived quality is often measured
in one of three contexts:
·
Overall
quality
·
Perceived
reliability
·
Extent
of customer’s needs fulfilled
It is commonly believed that
dissatisfaction is synonymous with purchase regret while satisfaction is linked
to positive ideas such as “it was a good choice” or “I am glad that I bought
it.”
2. Loyalty Measurement (Affective,
Behavioral)
Example question: Would you recommend “La Jolla
Grove restaurant” to your family and friends?
This single question measure is the
core NPS (Net Promoter Score) measure.
Customer loyalty reflects the
likelihood of repurchasing products or services. Customer satisfaction is a
major predictor of repurchase but is strongly influenced by explicit
performance evaluations of product performance, quality, and value.
Loyalty is often measured as a
combination of measures including overall satisfaction, likelihood of
repurchase, and likelihood of recommending the brand to a friend.
A common measure of loyalty might be
the sum of scores for the following three questions:
·
Overall,
how satisfied are you with [brand]?
·
How
likely are you to continue to choose/repurchase [brand]?
·
How
likely are you to recommend [brand] to a friend or family member?
3. A Series of Attribute
Satisfaction Measurements (Affective and Cognitive)
Example question: How satisfied are you with the
“taste” of your entre at La Jolla Grove?
Example question: How important is “taste” in
your decision to select La Jolla Grove restaurant?
Affect (liking/disliking) is best
measured in the context of product attributes or benefits. Customer
satisfaction is influenced by perceived quality of product and service attributes,
and is moderated by expectations of the product or service. The researcher must
define and develop measures for each attribute that is important for customer
satisfaction.
Consumer attitudes toward a product
develop as a result of product information or any experience with the product,
whether perceived or real.
Again, it may be meaningful to
measure attitudes towards a product or service that a consumer has never used,
but it is not meaningful to measure satisfaction when a product or service has
not been used.
Cognition refers to judgment: the
product was useful (or not useful); fit the situation (or did not fit);
exceeded the requirements of the problem/situation (or did not exceed); or was
an important part of the product experience (or was unimportant).
Judgments are often specific to the
intended use application and use occasion for which the product is purchased,
regardless if that use is correct or incorrect.
Affect and satisfaction are closely
related concepts. The distinction is that satisfaction is “post experience” and
represents the emotional affect produced by the product’s quality or value.
4. Intentions to Repurchase
Measurements (Behavioral Measures)
Example question: Do you intend to return to the
La Jolla Grove restaurant in the next 30 days?
When wording questions about future
or hypothetical behavior, consumers often indicate that “purchasing this
product would be a good choice” or “I would be glad to purchase this product.”
Behavioral measures also reflect the consumer’s past experience with customer
service representatives.
Satisfaction can influence other
post-purchase/post-experience actions like communicating to others through word
of mouth and social networks.
Additional post-experience actions
might reflect heightened levels of product involvement that in turn result in
increased search for the product or information, reduced trial of alternative
products, and even changes in preferences for shopping locations and choice
behavior.
Source: qualtrics.com
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