Customer Satisfaction

Customer Satisfaction & how can we measure it

By: Omid Nasrollah Mazandarani

BACKGROUND OF THE WRITER

As a student of Masters of Business Administration specialization in general management with the background of Bachelor of Industrial engineering the writer has four years experiences in the automobile industry. These experiences and background help me to understand the role of customer satisfaction in terms of organization profitability.

Abstract:

This proposal examines customer satisfaction models for assessing the relationship of overall satisfaction with a product or service and satisfaction with specific aspects of the product or service for organizations having multiple units or subunits. These units could be stores, markets, dealers, divisions, and so on. The authors suggest a method for studying whether the drivers of overall satisfaction vary across such units. For cases where the drivers do vary across subunits, they show how additional variables can be included in a model to account for the variation. The authors illustrate this approach by studying customer satisfaction in the newspaper and health care industries. They use generalizability theory to evaluate the reliability of scales from multistage cluster sample designs. It is argued that the approach has important implications for both theory and practice.

Key words:
Customer satisfaction

Introduction:

Many studies have related overall satisfaction with some product or service to satisfaction with specific aspects of the product or service (Anderson and Sullivan 1993; DeWulf, Odekerken-Schröder, and Iacobucci 2001; Garbarino and Johnson 1999; Oliver 1980, 1993; Parsuraman, Berry, and Zeithaml 1988, 1991). Customers may explain their satisfaction with a product or service in terms of specific aspects such as the product attributes, price, customer service, or a combination of these various features. The objective of such studies is to understand how specific types of

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