online customer attitude surveys
Attitude surveys of customers have long been used in business and marketing to predict behaviors, such as intention to purchase a specific brand or product. Uses of attitude surveys include packaging design surveys, branding surveys, advertising surveys, developing service policies, choosing company and trade names and measuring employee attitudes. Attitude measurement is central to developing customer satisfaction measures and surveys and to explaining changing levels of customer satisfaction.
Multi-attribute attitude surveys often focus on many dimensions of a product or service such as product attribute and service quality categories:
Product Attribute Categories
- Performance
- Durability
- Conformance to Specifications
- Attributes and Features
- Name
- Reliability
- Serviceability
- Fit and Finish
Service Quality Categories
- Tangibles (facilities, equipment, personnel, communications material)
- Reliability (dependable, accurate performance)
- Responsiveness (willingness to help, prompt service)
- Assurance (trust, confidence, knowledge, and courtesy)
- Empathy (caring, individualized attention)
These attitude measures can be developed into questions, measured in a variety of different ways:
Quantitative Measures:
- Delays
- Waiting time
- Number of phone calls
- Visits and interviews for solving or dealing with problems
- Precision or correctness in performance of tasks
Qualitative Measures:
- Aesthetic aspects of the organization
- Environmental cues
- Hygiene
- Security
- Organizational ambience
- Friendliness
- Comfort
- Convenience
- Interpersonal relation level
Attitude Toward System Related Issues:
- Response to expected and unexpected demands
- Attitude to representative providing the service
- Length of a given service
- Waiting-delay rate
- Complaints and feedback
- Help and problem resolution system
Attitude Toward Service Representative:
- Nature
- Timing and escalation of customer-representative communication
- Ability to solve problems
- Knowledge of problems
- Service reliability
- Promptness of problem resolution
- Satisfaction level obtained
- Competence of the representative
Scaling of attitude questions and measures is largely a function of what you are trying to find out and how you want to report it. The examples below show a variety of different approaches to measuring and reporting service quality:
- By Statistical Analysis: the percentage of clients complaining about a given problem
- By Quantification: average waiting time for a customer service call or to receive problem resolution. Time, delays and slowness are key measures.
- By the Effects: whether or not there was problem resolution, satisfactory service, useful information, timely solution and convenience of the solution
- By Attitude: attentiveness, carefulness, politeness, kindness, helpfulness and courteousness of the service representatives
- By Observable Behavior: speed of service, qualified, competent, honest
- By Comparatives: high relative value, better than average service, more than provided by the market leader
- By Degree of Satisfaction: highly satisfied, medium, unsatisfied, etc.
- By Cost: the final cost of service
- By Loyalty: clients who discontinue or return for service
- By Content: analysis of customer feedback and complaints
Brief Introduction to Attitude Measurement Theory
Attitude is generally considered to be a two-part concept that, when measured, involves attitude direction and attitude intensity. Direction is the evaluative component and it reflects performance on a given dimension. Direction is often measured using 5-point Likert Scales that range from degrees of "Like" to "Dislike". Intensity of attitude is the importance component and reflects the fact that some attitudes are held more strongly than others. Importance is also often measured using a 5-point Likert Scale that ranges from "Very Important" to "Not at all Important". The key to proper measurement of attitudes is to combine the evaluation and importance measures in a multiplicative fashion so that the importance scores weight the evaluation measures.
For more information on attitude surveys, please visit our Survey University. Also, our research consultants are experts in customer satisfaction and attitude research. Please contact us if you are interested in having a customer attitude survey done for you.
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