Don't measure customer satisfaction

Citation

(2002), "Don't measure customer satisfaction", Measuring Business Excellence, Vol. 6 No. 4. https://doi.org/10.1108/mbe.2002.26706dae.009

Don't measure customer satisfaction

Don't measure customer satisfaction

D.D. Swaddling and C. Miller, Quality Progress (USA), Vol. 35 No. 5, May 2002

Comments on the validity and declining use of customer satisfaction measures, suggesting use of an alternative based on customer-perceived value (CPR). Emphasizes that traditional customer satisfaction measures look at past events or product/service features, citing the experience of Cadillac in that high customer satisfaction scores have not translated to customer loyalty. Asks what customer loyalty is, and answers that customer loyalty is the absence of a better alternative. Explains that CPR is a predictor of customer loyalty, and that it is based on attributes, relative performance and relative importance. States that many managers are surprised by customer ratings of attributes, reinforcing the need to understand the relative importance of attributes as seen by customers. Advocates use of CPR in providing management with information about what will make customers buy more, and about what price they will pay for the product.

Comment: This is a comparative piece that actually suggests an alternative to customer satisfaction. It also explores the meaning of loyalty and attributes in this context.