Please use this identifier to cite or link to this item: http://hdl.handle.net/10609/131866
Title: Customer Satisfaction Measurement: strategies, methodologies and factors influencing customer satisfaction measures
Author: Giró Manzano, Pau
Tutor: Ariste Castaño, Santi
Others: Pacheco Bernal, Carmen
Keywords: customer satisfaction
CSAT
NPS
satisfaction surveys
Issue Date: Feb-2021
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: Customer satisfaction measurement is currently within the most important metrics analysed by the business and used also to support the brand¿s positioning. However, measuring the actual customer¿s satisfaction is much more complex than it may look. First because its two parameters, customer expectations and actual performance, can evolve independently. But also because of the different parameters that can influence not just the scoring, but the fact of scoring. From the analysis performed it¿s been possible to identify that in general terms customer tend not to answer the satisfaction surveys. However, this response rate fluctuates considering their satisfaction: there is a strong negative correlation between response rate when satisfied and dissatisfied. On top of that, customers that tend to answer with higher frequency when they are dissatisfied also tend to give lower scores on the scale. There are abundant documented malpractices of employees or companies ¿hacking¿ the satisfaction score to get better results and have higher bonuses or priority access to inventory. But from the conducted analysis it¿s possible to establish that a soft guide (a colour scale) does not affect the satisfaction scores and seems to eliminate errors interpreting the scale wrong (giving low scores to high satisfaction and vice versa). The customer context will also affect naturally the score given. From the evaluated parameters, when the customers are either satisfied or dissatisfied there¿s no particular variable influencing the results. However when the customer is neutral (not surprised positive or negatively), as per definition at high risk of churn for alternative solutions, there are multiple factors that influence on the score. One of the most relevant factors is price (the higher the importance the lower the score), but very interesting is that the respondents that work or worked recently on jobs connected to satisfaction surveys tend to give higher scores.
Language: English
URI: http://hdl.handle.net/10609/131866
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