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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
CustomerSatisfaction
BehaviouralMeasures of
CustomerSatisfaction
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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