What is behind the survey questionnaire?

As mentioned before high customer loyalty is one of the most important indicators of good performing companies. Since customer satisfaction is directly linked to customer loyalty it is evident that measuring customer satisfaction without taking customer loyalty into account and vice versa would be misleading. This is best done using a causal model approach where the drivers of satisfaction as well as its resulting effects on loyalty are explicitly introduced. In short it will answer: (1)what's happening where and why? (2)do you focus your core intention on doing the right things? and (3)do you really know what's motivating your customers?


What do we understand by customer satisfaction?

Customer satisfaction is an overall customer attitude towards a service provider, or an emotional reaction to the difference between what customers anticipate and what they receive, regarding the fulfilment of some need, goal or desire. Satisfaction represents a veritable key of modelling the acquisition behavior of the customer, being supported by three groups of variables:

  1. Cognitive variables, based on the qualitative superiority of the products given by the performance.
  2. Affective variables, based on the emotions produced to the customers.
  3. Conative variables, based on the interaction between the provider and the customer in the buying act.

The questionnaire outlined in this section offers such a framework. The customer satisfaction data we gather and the level of analysis will high and gives good guide to your business eg:

Building blocks

The questionnaire is constructed along the modified ECSI model using generic opening questions, causal model driver & result questions, and generic closure questions. See figure 5.

Building blocks

Figure 5.  Building blocks.


Generic opening questions

Causal model driver questions

Causal model result questions

Generic closure questions