Measuring Customer Satisfaction and Loyalty

Bob E. Hayes

Description

The third edition of this best-seller updates its detailed information about how to construct, evaluate, and use questionnaires, and adds an entirely new chapter on customer loyalty. Included are two different methods of sampling and determining an appropriate sample size for reliable results; the reliability and validity of results; real examples of customer satisfaction measures and how they can be used; guidelines for developing questionnaires; scale development; the concept of quality; frequencies; sampling error; two methods of determining important service or product characteristics as perceived by the customer; discussion on the measurement and meaning of customer loyalty, and methods for loyalty-based management. -Readers will gain a sound grasp of the scientific methodology used to construct and use questionnaires utilizing the author's systematic approach. They will be able to pinpoint and focus on the most relevant topics, and study both the qualitative and quantitative aspects of questionnaire design and evaluation. These and many more important scientific principles are presented in simple, understandable terms.

Sujets

• Business
• Qualité, hygiène, sécurité, environnement
• Vente
• Total Quality Management
• Gestion et management
• Economics
• Gestion des ventes

Informations

• Publié par: ASQ Quality Press
• Date de parution: 22 avril 2008
• Nombre de lectures: 3
• EAN13: 9780873891110
• Langue: English
• Poids de l'ouvrage: 3 Mo

Extrait

Measuring Customer Satisfaction and Loyalty

Survey Design, Use, and Statistical Analysis Methods

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Analysis of Customer Satisfaction Data Derek Allen and Tanniru R. Rao

Measuring Customer Satisfaction: Survey Design, Use, and Statistical Analysis Methods, Second Edition Bob E. Hayes

Measuring and Managing Customer Satisfaction: Going for the Gold Sheila Kessler

Customer Satisfaction Measurement Simplified: A Step-by-Step Guide for ISO 9001:2000 Certification Terry G. Vavra

ANSI/ISO/ASQ Q10002-2004: Quality management — Customer satisfaction — Guidelines for complaints handling in organizations ANSI/ISO/ASQ

The Certified Manager of Quality/Organizational Excellence Handbook, Third Edition Russell T. Westcott, editor

The Quality Toolbox, Second Edition Nancy R. Tague

Making Change Work: Practical Tools for Overcoming Human Resistance to Change Brien Palmer

Innovation Generation: Creating an Innovation Process and an Innovative Culture Peter Merrill

To request a complimentary catalog of ASQ Quality Press publications, call 800-248-1946, or visit our Web site at http://qualitypress.asq.org.

Measuring Customer Satisfaction and Loyalty

Survey Design, Use, and Statistical Analysis Methods

Third Edition

Bob E. Hayes

ASQ Quality Press Milwaukee, Wisconsin

American Society for Quality, Quality Press, Milwaukee, WI 53203 © 2008 by ASQ All rights reserved. Published 2008. Printed in the United States of America.

14 13 12 11 10 09 08 5 4 3 2 1

Library of Congress Cataloging-in-Publication Data

Hayes, Bob E., 1963- Measuring customer satisfaction and loyalty : survey design, use, and statistical analysis methods / Bob E. Hayes.—3rd ed. p. cm. Includes bibliographical references and index. ISBN 978-0-87389-743-3 1. Consumer satisfaction—Statistical methods. 2. Questionnaires. I. Title.

HF5415.335.H39 2008 658.8'12—dc22

2008020729

No part of this book may be reproduced in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher.

Publisher: William A. Tony Acquisitions Editor: Matt T. Meinholz Project Editor: Paul O’Mara Production Administrator: Randall Benson

ASQ Mission: The American Society for Quality advances individual, organizational, and community excellence worldwide through learning, quality improvement, and knowledge exchange.

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To place orders or to request a free copy of the ASQ Quality Press Publications Catalog, including ASQ membership information, call 800-248-1946. Visit our Web site at www.asq.org or http://www.asq.org/quality-press.

Printed on acid-free paper

For Marissa

This book is dedicated to you. You have grown into a beautiful person. You are a kind, loving, and forgiving person, qualities I admire. You make the world more joyful, and remind me that there is nothing more important than family and friends. Thank you for being there for me in my greatest time of need. Your support, love and acceptance have helped me immeasurably. I love you.

Contents

List of Figures and Tables . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Preface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Chapter 1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Model of Customer Satisfaction Questionnaire Development and Use . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Chapter 2 Determining Customer Requirements . . . . . . . . . . . . . Quality Dimension Development . . . . . . . . . . . . . . . . . . . . . . . . . . Identification of Quality Dimensions . . . . . . . . . . . . . . . . . . . Establishing Specific Examples of Quality Dimensions . . . . Software Industry . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Critical Incident Approach . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Critical Incidents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Generating Critical Incidents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Interview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Categorization of Critical Incidents . . . . . . . . . . . . . . . . . . . . . Quality of the Categorization Process . . . . . . . . . . . . . . . . . . . . . . Inter-judge Agreement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Comprehensiveness of the Customer Requirements . . . . . . . . . . Banking Industry . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Automobile Industry . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Statistical Support . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Chapter Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Chapter 3 Reliability and Validity . . . . . . . . . . . . . . . . . . . . . . . . . . The Meaning of Customer Perception and Attitude . . . . . . . . . . Reliability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Classical Measurement Theory . . . . . . . . . . . . . . . . . . . . . . . . . Standard Error of Measurement . . . . . . . . . . . . . . . . . . . . . . . .

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viiiContents

Sources of Error and Reliability Estimates . . . . . . . . . . . . . . . . . . . Measures of Stability and Test-Retest Reliability . . . . . . . . . Measures of Equivalence and Parallel Forms Reliability . . . . . Internal Consistency . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Split-Half Reliability Estimate . . . . . . . . . . . . . . . . . . . . . . . . . Cronbach’s Alpha Estimate . . . . . . . . . . . . . . . . . . . . . . . . . . . . Types of Error and Reliability Estimates . . . . . . . . . . . . . . . . . . . . Benefits of Scales with High Reliability . . . . . . . . . . . . . . . . . . . . . Detection of Differences in Satisfaction Levels . . . . . . . . . . . Detection of Significant Relationships Between Variables . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Factors Affecting Reliability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Number of Items in the Scale . . . . . . . . . . . . . . . . . . . . . . . . . . Sample of People . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . The Need for Multiple Items in Measurement . . . . . . . . . . . . . . . Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Validity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Content-Related Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Criterion-Related Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Construct-Related Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Chapter Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Chapter 4 Customer Satisfaction Questionnaire Construction: Item Generation, Response Format, and Item Selection . . . . . . . . . . . . . . . . . . . . . . . Determining Questions or Items . . . . . . . . . . . . . . . . . . . . . . . . . . . Satisfaction items revisited . . . . . . . . . . . . . . . . . . . . . . . . . . . . Characteristics of Good Items . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Response Formats . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Checklist Format . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Likert-Type Format . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Advantage of Likert-Type Format . . . . . . . . . . . . . . . . . . . . . . Introductions to Customer Satisfaction Questionnaires . . . . . . . Item Selection . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Judgmental Item Selection . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Mathematical Item Selection . . . . . . . . . . . . . . . . . . . . . . . . . . . Summary of Item Selection . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Web-Based Customer Surveys . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Customer Loyalty Measurement . . . . . . . . . . . . . . . . . . . . . . . . . . . Measurement of Customer Loyalty . . . . . . . . . . . . . . . . . . . . . . . . Customer Surveys and Customer Loyalty . . . . . . . . . . . . . . . . . . .

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Contentsix

Chapter 5 Sampling Methods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Statistical Sampling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Types of Sampling: Census, Judgment, and Statistical . . . . . . . . Census Sampling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Judgmental Sampling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Statistical Sampling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Sample Size and Sampling Error . . . . . . . . . . . . . . . . . . . . . . . . . . . Sampling Error . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Standard Error of the Mean . . . . . . . . . . . . . . . . . . . . . . . . . . . Calculating Sample Size . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Random Selection Procedures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Systematic Selection with a Random Start . . . . . . . . . . . . . . . Random Number Sampling . . . . . . . . . . . . . . . . . . . . . . . . . . . Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Response Rates . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Establishing Response Rates . . . . . . . . . . . . . . . . . . . . . . . . . . . Methods of Increasing Response Rates of Mail Surveys . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Chapter 6 Customer Loyalty 2.0: Beyond the Ultimate Question . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . NPS Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . NPS Claims . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Recent Scientific Challenges to NPS Claims . . . . . . . . . . . . . Problems with NPS Research . . . . . . . . . . . . . . . . . . . . . . . . . . Measurement and Meaning of Customer Loyalty . . . . . . . . . . . . Specificity vs. Generality of Measurement . . . . . . . . . . . . . . . Potential Loss of Revenue when using the NPS: An Example . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Summary and Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . Objective vs. Subjective Measures of Loyalty and Measurement Error . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . What Loyalty Questions are Measuring: A Factor Analytic View . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Advocacy, Purchasing, and Retention Loyalty . . . . . . . . . . . Reliability of Loyalty Indices . . . . . . . . . . . . . . . . . . . . . . . . . . Net Promoter Score vs. Satisfaction vs. Purchase Same . . . . Single-Item Measures or Aggregated Metrics . . . . . . . . . . . . Ranking Companies on Loyalty . . . . . . . . . . . . . . . . . . . . . . . .

83 83 84 84 85 85 89 91 91 92 93 95 96 96 97 98 99 100

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