Measurement Scales for customer satisfaction -

 

Measurement Scales for customer 

satisfaction.

 -In general satisfaction is a person’s feelings of pleasure or disappointment that result from comparing a product or service’s perceived performance (or outcome) to expectations.

●       If the performance or experience falls short of expectations, the customer is dissatisfied.

●       If it matches expectations, the customer is satisfied.

●       If it exceeds expectations, the customer is highly satisfied or delighted.

Why is customer satisfaction important?

●       For customer retention.

●       To avoid bad word of mouth.

●       Less sensitive to price changes.

●       Loyal to the brand.

●       Pays less attention to competing brands.

MEASUREMENT SCALES /TOOLS FOR CUSTOMER SATISFACTION

Rating scale of 1 to 5

Suppose customer satisfaction is rated on a scale from 1 to 5.
At a very low level of satisfaction (level 1), customers are likely to abandon the company and even bad-mouth it.
At levels 2 to 4, customers are fairly satisfied but still find it easy to switch when a better offer comes along.
At level 5, the customer is very likely to repurchase and even spread good word of mouth about the company.

Periodic surveys

Periodic surveys can track customers overall satisfaction directly and ask additional questions to measure repurchase intention, likelihood or willingness to recommend the company and

brand to others, and specific attribute or benefit perceptions likely to be related to customer satisfaction.

American Customer Satisfaction Index (ACSI)

The University of Michigan’s Claes Fornell has developed the American Customer Satisfaction Index (ACSI) to measure consumers’ perceived satisfaction with different firms, industries, economic sectors, and national economies. Research has shown a strong and consistent association between customer satisfaction, as measured by ACSI, and firm financial performance in terms of ROI, sales, long-term firm value, and other

metrics.

Net Promoter and Customer Satisfaction

The Net Promoter Score is an index ranging from -100 to 100 that measures the willingness of customers to recommend a company's products or services to others. It is used as a proxy for gauging the customer's overall satisfaction with a company's product or service and the customer's loyalty to the brand.Net Promoter and Customer Satisfaction describes why some companies believe just one well-designed question is all that is necessary to assess customer satisfaction.

Mystery shoppers

Companies can hire mystery shoppers to pose as potential buyer and report on strong and

weak points experienced in buying the company’s and competitors’ products. Managers themselves can enter company and competitor sales situations where they are unknown and experience firsthand the treatment they receive, or they can phone their own company with questions and complaints to see how employees handle the calls.

➔      Companies also need to monitor their competitors’ performance too. They can monitor their customer loss rate and contact those who have stopped buying or who have switched to another supplier to find out why

 

We can design a feedback form containing questions to know the level of satisfaction of our customers.

Food related questions:

How would you rate the quality of food?

How were the drinks, beverages and deserts?

Were the options in the menu sufficient?
Services related questions:

Do you feel the services were welcoming and friendly?

Did the food arrive on time?
Did you face any issues in the service?
Facilities related questions:

Was the seating comfortable?

Did you like the music and sound and the choice of the songs?

What rating will you give to overall hygiene and cleanliness of the restaurant?
General questions:

Did you like the ambience and overall atmosphere?
Are the timings of the restaurant convenient?

Would you like to visit the restaurant again?

Would you recommend the restaurant to your family and friends?

CONCLUSION:

Customer satisfaction plays a very important role for a firm to grow and remain competitive in the industry for a long period of time.