Guide
Measuring satisfaction and building a customer or employee satisfaction survey requires at least a basic knowledge of the satisfaction measurement literature.
Defining Customer Satisfaction
Customer satisfaction has been defined as the state of mind that customers have about a company and its products or services when their expectations have been met or exceeded. This state reflects the lifetime of the product or service experience.
Customer satisfaction usually leads to customer loyalty and product repurchase. But measuring satisfaction is not the same as measuring loyalty. Satisfaction measurement questions typically include items like:
- Overall, how satisfied are you with (brand name)?
- Would you recommend (brand name)?
- Do you intend to repurchase (brand name)?
When building customer satisfaction surveys, these measures may be implemented through a variety of measures, including:
- Overall measures of customer satisfaction.
- Affective measures of customer satisfaction.
- Cognitive measures of customer satisfaction.
- Behavioral measures of customer satisfaction.
- Expectancy value measures of customer satisfaction.
