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The GRID scale: a new tool for measuring service mixed satisfaction

Alice Audrezet (Department of Marketing, Institut Supérieur de Gestion, Paris, France)
Svein Ottar Olsen (School of Business and Economics, UiT Arctic University of Norway, Tromsø, Norway)
Ana Alina Tudoran (School of Business and Social Sciences, Aarhus University, Aarhus, Denmark)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 8 February 2016

1076

Abstract

Purpose

The purpose of this study is to evaluate a bidimensional tool to measure overall service satisfaction: the evaluative space grid (GRID scale). The GRID scale provides a common measure for both positivity and negativity through 25 grid cells. The authors propose to use the GRID scale as an integrated measure of both satisfaction and dissatisfaction to capture mixed reactions or ambivalence.

Design/methodology/approach

Within a cross-sectional between-subjects survey design, this study compares overall satisfaction with bank services as measured on the GRID scale versus a traditional semantic differential (SD) scale.

Findings

The results show that the GRID scale performs as well as the SD scale with respect to different criteria, such as reliability and discriminant, convergent, nomological and predictive validity. However, it allows to measure separately indifference and ambivalence.

Practical implications

Such a distinction assists decision-makers with recommendations on different strategies not only to create customer loyalty based on satisfaction but also to encourage them to think how to decrease the levels of dissatisfaction and ambivalence.

Originality/value

The GRID scale would address survey needs of every business suffering from average performances. This tool provides them better in-depth overall satisfaction information, especially regarding the “middle-ground” customers.

Keywords

Acknowledgements

The authors wish to acknowledge the support of the AFNOR Chair Performance des Organisations of the Fondation of Paris-Dauphine which funded the data collection.

They also would like to thank the many valuable suggestions made by Dominique Mahut, CNRS research engineer, regarding the coding procedure’s bilinear model development.

Citation

Audrezet, A., Olsen, S.O. and Tudoran, A.A. (2016), "The GRID scale: a new tool for measuring service mixed satisfaction", Journal of Services Marketing, Vol. 30 No. 1, pp. 29-47. https://doi.org/10.1108/JSM-01-2015-0060

Publisher

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Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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