Journal of the Academy of Marketing Science

, 20:61

Measuring customer satisfaction: Fact and artifact

  • Robert A. Peterson
  • William R. Wilson

DOI: 10.1007/BF02723476

Cite this article as:
Peterson, R.A. & Wilson, W.R. JAMS (1992) 20: 61. doi:10.1007/BF02723476


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.

Copyright information

© Academy of Marketing Science 1992

Authors and Affiliations

  • Robert A. Peterson
    • 1
  • William R. Wilson
  1. 1.University of TexasUSA