Customer satisfaction: How can I measure it?

Abstract

Customer satisfaction is the final target of total quality management, and many attempts have been made at its measurement. At the same time, we should note that there are always plural kinds of customers viewing quality from different perspectives and that the expression of ‘no customer dissatisfaction’ is not necessarily equal to ‘customer satisfaction’. Of the two kinds of quality, must be quality and attractive quality, the latter is usually more important for satisfying customers. The hypothesis-testing approach is effective in the market survey of attractive quality. Attractive quality is of subjective character, and it easily tends to become surplus. However, it is important to note that the quality that tends to appear excessive to the manufacturer but is strongly demanded by the customer can be the key to superior new technology and excellent quality products. So, they should be regarded not as surplus quality but as attractive quality. Employee satisfaction of intrinsic and spiritual character is the source of excellent quality and customer satisfaction. Leaders and managers should respond positively and encourage the employees' opinions.