CONSUMER SATISFACTION SURVEYS

Credits
Anand.G -16
Vikram.J -18
Thara.N -38
Amol.P -43
Babita.S -51
Suyog.F -73
 Consumer Satisfaction Surveys
• Why consumer satisfaction surveys are so important?

• There are six parts to any customer satisfaction

programme:
I. Who should be interviewed?
II. What should be measured?
III. How should the interview be carried out?
IV. How should satisfaction be measured?
V. What do the measurements mean?
VI. How to use customer satisfaction surveys to greatest
effect?
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 1. Who should be interviewed?
• Customer?
• Consumer?
• Channel customer?
• Lost customer?
• Potential customer?

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• Market price
Price
• Total cost of use
• Value for money
•Invoices on time
• Reputation of the company Company
•Invoice clarity
• Ease of doing business
•Technical service
• Courtesy from sales staff
•After sales service
• Representative's availability
•Responsiveness to enquiries Staff & Service
• Representative's knowledge
•Complaint resolution
• Reliability of returning calls
•Friendliness of the sales staff
• Delivery on time Delivery
• Speed of delivery
• Quality of the product
•Processibility of the product
• Length of life of the product
•Range of products Product
• Design of the product•Consistency of quality
2. What should be measured?
3. How should the interview be carried out?

Postal Surveys
Advantages Disadvantages Application

Easy for a researcher to Where there is a strong

administer Low response rates
relationship with the subject
(eg new car and new home
Low cost Poor response to open ended
buyer surveys)
questions 
Respondents can complete in Where there is a strong
a time to suit them  Misunderstanding of
relationship with the
questions can not be rectified
company (key supplier
by an interviewer
Easy to complete scalar surveys, employee attitude
questions  surveys) 

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 3.1
Face to Face Interviews
Advantages
Disadvantages Application
Ability to build rapport and
hold the respondent longer  For key customers 
Expensive for a
Queries can be answered  geographically dispersed
Where customers are
population
tightly grouped
geographically
Good response to open Takes longer to carry out
ended questions  the fieldwork because of
Where the subject is
the logistics
complicated or lengthy
Can ask respondent to self
complete tedious scalar
response

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 3.2
Telephone Interviews
Application
Advantages Disadvantages
Low cost 
Tedious for respondents
High control of when there are dozens of
interviewer standards  attributes to rate 
Used widely in all types of
High control of sample Some consumers are hard business to business
to access by phone  surveys
Easy to ask for ratings
using simple scales  Cannot show explanatory
visuals
Quick turnaround of
fieldwork
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 4. How should satisfaction be measured?

• Verbal scales?
• Numeric scales?
• How to measure importance or expectations?
– Mean scores
– Ranking
– Correlation

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 5. What do measurements mean?
Mean scores of over 8 out of Mean scores of 7 to 8 out of Mean scores of below 7 out
10 10 of 10
• Market leader • Adequate but needs • Serious cause for concern. 
• Excellent supplier attention Company will almost
certainly be losing market
share 

• Except for the score given to

price – here a high
satisfaction score may mean
that the company is selling
the product too cheap

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 5.1
Fig: Customer satisfaction & the effect on loyalty

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6. How to use customer satisfaction studies to
greatest effects?
• A customer satisfaction index is a snapshot at
a point in time.
• Measuring satisfaction a continuous process
• Tracking surveys provide benchmarks of one’s
own company’s performance and, if
competitor suppliers are also being measured,
there will be measurements of relative
performance

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 Model of Service Quality Gaps
• SERVQUAL is a tried and tested instrument used comparatively for
benchmarking purposes.

• There are seven major gaps in the service quality concept:

 Gap1: Customers’ expectations versus management perceptions

 Gap2: Management perceptions versus service spécifications
 Gap3: Service specifications versus service delivery
 Gap4: Service delivery versus external communication
 Gap5: The discrepancy between customer expectations and their perceptions
of the service delivered
 Gap6: The discrepancy between customer expectations and employees’
perceptions
 Gap7: The discrepancy between employee’s perceptions and management
perceptions

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 Five generic dimensions of SERVQUAL
• The SERVQUAL instrument has been the predominant method used to
measure consumers’ perceptions of service quality. It has five generic
dimensions or factors and are

(1) Tangibles. Physical facilities, equipment and appearance of personnel.

(2) Reliability. Ability to perform the promised service dependably and accurately.
(3) Responsiveness . Willingness to help customers and provide prompt service.
(4) Assurance (including competence, courtesy, credibility and security).
Knowledge and courtesy of employees and their ability to inspire trust and
confidence.
(5) Empathy (including access, communication, understanding the customer).
Caring and individualized attention that the firm provides to its customers.

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 Customer satisfaction research in Banking
industry
• With the phenomenal increase in the country's population and the
increased demand for banking services; speed, service quality and
customer satisfaction are going to be key differentiators for each bank's
future success.

• The models to measure satisfaction are:

1. The KANO Model
• Basic Factors
• Excitement Factors
• Performance Factors
• Indifferent Attributes
• Questionable Attributes
• Reverse Attributes

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 Contd…
2. The Profit Chain Model

Stated simply, the service profit chain asserts that satisfied and motivated
employees produce satisfied customers and satisfied customers tend to purchase more,
increasing the revenue and profits of the organization.

3. The Service Expectation Model

Customer satisfaction with a service/product (p/s) can be measured through
a survey of the actual perception of the users or otherwise comparing their actual
perception with their expectations.

4. Variability in the Service Process Model (Wharton Model)

Four factors represent major explanations for the existence of process
variation in services:
1.Heterogeneous customers with different service expectations
2. Lack of rigorous policies and processes
3.High employee turnover
4. Nature of customization

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