Customer Satisfaction Survey Questions: How to Measure Satisfaction

 

customer satisfaction research paper

PDF | Factors affecting customer satisfaction is of worth importance in order to know the reasons or the factors which are responsible to create satisfaction among customers for a particular brand. Sep 15,  · Customer satisfaction is the key factor for successful and depends highly on the behaviors of frontline service providers. Customers should be managed as assets, and that customers vary in their needs, preferences, and buying behavior. This study applied the Taiwan Customer Satisfaction Index model Cited by: GUIDESTAR RESEARCH - WHITE PAPER - FEBRUARY 2 and industry, between 40 and 80 percent of customer satisfaction and customer loyalty was accounted for by the relationship between employee attitudes and customer-related variables. Similarly, Vilares and Cohelo () found that perceived employee satisfaction, perceived.


Customer Loyalty Research | Customer Satisfaction | B2B International


It seems self evident that companies should try to satisfy their customers. Satisfied customers usually return and buy more, they tell other people about their experiences, and they may well pay a premium for the privilege of doing business with a supplier they trust. Statistics are bandied around that suggest that the cost of keeping a customer satisfaction research paper is only one tenth of winning a new one. Therefore, when we win a customer, we should hang on to them.

Conducting a customer satisfaction survey is a good way to start measuring where you stand in terms of customer loyalty. Why is it that we can think of more examples of companies failing to satisfy us rather than when we have been satisfied? There could be a number of reasons for this. When we buy a product or service, we expect it to be right. That is what we paid our money for.

Add to this our world of ever exacting standards. We now have products available to us that would astound our great grandparents and yet we quickly become used to them. The bar is getting higher and higher. At the same time our lives are ever more complicated with higher stress levels, customer satisfaction research paper.

Delighting customers and achieving high customer satisfaction scores in this environment is ever more difficult. And even if your customers are completely satisfied with your product or service, customer satisfaction research paper, significant chunks of them could leave you and start doing business with your competition.

A market trader has a continuous finger on the pulse of customer satisfaction, customer satisfaction research paper. Direct contact with customers indicates what he is doing right or where he is going wrong.

Such informal feedback is valuable in any company but hard to formalise and control in anything much larger than a corner shop. For this reason customer surveys are necessary to measure and track customer satisfaction.

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. Very often, major long lasting improvements need a fundamental transformation in the company, probably involving training of the staff, possibly involving cultural change. The result should be financially beneficial with less customer churn, higher market shares, premium prices, stronger brands and reputation, and happier staff.

However, there is a price to pay for these improvements. Costs will be incurred in the market research survey. Time will be spent working out an action plan. Training may well be required to improve the customer service. The implications of customer satisfaction studies go far beyond the survey itself and will only be successful if fully supported by the echelons of senior management.

Some products and services are chosen and consumed by individuals with little influence from others. The choice of a brand of cigarettes is very personal and it is clear who should be interviewed to find out satisfaction with those cigarettes. But who should we interview to determine the satisfaction with breakfast cereal? Is it the person that buys the cereal usually a parent or the person that consumes it often a child?

And what of a complicated buying decision in a business to business situation. Who should be interviewed in a customer satisfaction survey for a truck manufacturer — the driver, the transport manager, the general management of the company? In other b2b markets there may well be influences on the buying decision from engineering, production, purchasing, quality assurance, plus research and development. Customer satisfaction research paper each department evaluates suppliers differently, the customer satisfaction programme will need to cover the multiple views.

The adage in market research that we turn to again and again is the need to ask the right question of the right person. Finding that person in customer loyalty research may require a compromise with a focus on one person — the key decision maker; perhaps the transport manager in the example of the trucks. Customer satisfaction research paper money and time permit, customer satisfaction research paper, different people could be interviewed and this may involve different interviewing methods and different questions.

The traditional first in line customer is an obvious candidate for measuring customer satisfaction. But what about other people in the channel to market? If the products are sold through intermediaries, we are even further from our customers.

A good customer satisfaction program will include at least the most important customer satisfaction research paper these types of channel customers, perhaps the wholesalers as well as the final consumers. One of the greatest headaches in the organisation of a b2b customer satisfaction survey is the compilation of the sample frame — the list from which the sample of respondents is selected. Building an accurate, up-to-date list of customers, with telephone numbers and contact details is nearly always a challenge.

The list held by the accounts department may not have the contact details of the people making the purchasing decision. Building a good sample frame nearly always takes longer than was planned but it is the foundation of a good customer satisfaction project.

Customer satisfaction surveys are often just that — surveys of customers without consideration of the views of lost or potential customers. Lapsed customers may have stories to tell about service issues while potential customers are a good source of benchmark data on the competition.

If a customer survey is to embrace non-customers, customer satisfaction research paper, the compilation of the sample frame is even more difficult. The questionnaire design and interpretation are within the control of the researchers and these are subjects where they will have considerable experience. In customer satisfaction research we seek the views of respondents on a variety of issues that will show how the company is performing and how it can improve.

High level issues are included in most customer satisfaction surveys and they could be captured by questions such as:. It is at the more specific level of questioning that things become more difficult. Some issues are of obvious importance and every supplier is expected to perform to a minimum acceptable level on them.

These are the hygiene factors. If a company fails on any of customer satisfaction research paper issues they would quickly lose market share or go out of business. An airline must offer safety but the level of in-flight service is a variable.

These variables such as in-flight service are often the issues that differentiate companies and create the satisfaction or dissatisfaction.

What do they consider important? These factors or attributes will differ from company to company and there could be a long list. They could include the following:. The list is not exhaustive by any means. Cryptic labels that summarise specific issues have to customer satisfaction research paper carefully chosen for otherwise it will be impossible to interpret the results.

Customer facing staff in the research-sponsoring organisation will be able to help at the early stage of working out which attributes to measure.

They understand the issues, they know the terminology and they will welcome being consulted. Internal focus groups with the sales staff will prove highly instructive. This internally generated information may be biased, but it will raise most of the general customer issues and is readily available at little cost.

It is wise to cross check the internal views with a small number of depth interviews with customers. Half a dozen may be all that is required. There are some obvious indicators of customer satisfaction beyond survey data.

Sales volumes are a customer satisfaction research paper acid test customer satisfaction research paper they can rise and fall for reasons other than customer satisfaction, customer satisfaction research paper. Customer complaints say something but they may reflect the views of a vociferous few. Unsolicited letters of thanks; anecdotal feedback via the salesforce are other indicators, customer satisfaction research paper.

These are all worthwhile indicators of customer satisfaction but on their own they are not enough. They are too haphazard and provide cameos of understanding rather than the big picture.

Depth interviews and focus groups could prove very useful insights into customer satisfaction and be yet another barometer of performance. However, they customer satisfaction research paper not provide benchmark data.

They do not allow the comparison of one issue with another customer satisfaction research paper the tracking of changes over time. For this, a quantitative survey is required. The tool kit for measuring customer satisfaction boils down to three options, each with their advantages and disadvantages.

The tools are not mutually exclusive and a self-completion element could be used in a face to face interview. So too a postal questionnaire could be preceded by a telephone interview that is used to collect data and seek co-operation for the self-completion element. When planning the fieldwork, there is likely to be a debate as to whether the interview should be carried out without disclosing the identify of the sponsor.

If the questions in the survey are about a particular company or product, it is obvious that the identity has to be disclosed. When the survey is carried out by phone or face to face, co-operation is helped if an advance letter is sent out explaining the purpose of the research. Logistically this may not be possible in which case the explanation for the survey would be built into the introductory script of the interviewer.

If the survey covers a number of competing brands, disclosure of the research sponsor will bias the response. If the interview is carried out anonymously, without disclosing the sponsor, bias will result through a considerably reduced strike rate or guarded responses. The interviewer, explaining at the outset of the interview that the sponsor will be disclosed at the end of the interview, usually overcomes this.

Customers express their satisfaction in many ways. When they are satisfied, they mostly say nothing but return again and again to buy or use more. When asked how they feel about a company or its products in open-ended questioning they respond with anecdotes and may use terminology such as delighted, extremely satisfied, customer satisfaction research paper, very dissatisfied etc.

Collecting the motleys variety of adjectives together from open ended responses would be problematical in a large survey. To overcome this problem market researchers ask people to describe a company using verbal or numeric scales with words that measure attitudes.

People are used to the concept of rating things with numerical scores and these can work well in surveys. Once the respondent has been given the anchors of the scale, they can readily give a number to express their level of satisfaction, customer satisfaction research paper.

Typically, scales of 5, 7 or 10 are used where the lowest figure indicates extreme dissatisfaction and the highest shows extreme satisfaction. The stem of the scale is usually quite short since a scale of up to would prove too demanding for rating the dozens of specific issues that are often on the questionnaire.

 

 

customer satisfaction research paper

 

Sep 15,  · Customer satisfaction is the key factor for successful and depends highly on the behaviors of frontline service providers. Customers should be managed as assets, and that customers vary in their needs, preferences, and buying behavior. This study applied the Taiwan Customer Satisfaction Index model Cited by: GUIDESTAR RESEARCH - WHITE PAPER - FEBRUARY 2 and industry, between 40 and 80 percent of customer satisfaction and customer loyalty was accounted for by the relationship between employee attitudes and customer-related variables. Similarly, Vilares and Cohelo () found that perceived employee satisfaction, perceived. The Relationship between Customer Satisfaction and Service Quality: a study of three Service sectors in Umeå. The main purpose of this study is to examine the relationship between customer satisfaction and service quality in service sectors with respect to the .