Measuring customer satisfaction: Fact and artifact
- Cite this article as:
- Peterson, R.A. & Wilson, W.R. JAMS (1992) 20: 61. doi:10.1007/BF02723476
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Self-reports of customer satisfaction invariably possess distributions that are negatively skewed and exhibit a positivity bias. Examination of the customer satisfaction literature and empirical investigations reveal that measurements of customer satisfaction exhibit tendencies of confounding and methodological contamination and appear to reflect numerous artifacts. Implications and suggestions for research and practice are discussed.