Satisfied with your customer satisfaction analysis methods? You shouldn’t be!

While there has been good progress in the past several years in the conceptualization and understanding of the determinants of satisfaction, analytic methods for understanding customer satisfaction have been stagnant.

Satisfied with your customer satisfaction analysis methods? You shouldn't be!

Steven H. CohenSHC & Associates, United States

Leopoldo NeiraLatiNetwork Dichter & Neira, Panama


Customer Satisfaction research has been utilized for many years to understand how customers respond to various policy initiatives of companies and to evaluate company performance from the customer's perspective. There is a rich literature on customer satisfaction research and analysis (Allen and Rao, 2000; Dutka, 1993; Hayes, 1992; Myers, 1999) and many consulting and marketing research firms (CFI Group, 2003; Vavra, 1996) have developed “proprietary” methodologies for analyzing these data.

To illustrate the importance...

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