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Are customer satisfaction measures equally applicable across research contexts, or do we need a more differentiated approach?

Abstract

There has been a proliferation of customer satisfaction measures since early 1970s. However, no research has addressed the differentiated use of these measures. It has implicitly been assumed that measures which show high reliability and validity in one or several contexts are equally applicable in other contexts. This paper explores the idea that the selection of customer satisfaction measures should be a function of at least three factors: (1) measurement purpose, (2) product characteristics, and (3) respondent characteristics.

This paper identifies at least three purposes of measuring customer satisfaction and shows that each purpose is likely to require a different type of satisfaction measure. Product involvement and product benefits are some of the product characteristics which are suggested to influence the appropriate choice of satisfaction measures. This paper also advances that respondent characteristics, such as level of education and respondent involvement, should influence what types of satisfaction measures should best be selected.

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Correspondence to Jochen Wirtz or Lee Meng Chung.

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Wirtz, J., Chung, L.M. Are customer satisfaction measures equally applicable across research contexts, or do we need a more differentiated approach?. Journal für Marketing 37, 83–101 (1998). https://doi.org/10.1007/BF03033951

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Keywords

  • Customer Satisfaction
  • Customer Satisfaction Measurement