Measuring customer satisfaction: Are you measuring what you are supposed to be measuring?
by Ercan Sirakaya-Turk (The University of South Carolina)
For the past 15 years, there has been increasing attention in evaluating the post purchase stage of services. Businesses understand that satisfaction is the key for customer retention and recruitment. Consequently, many tourism and hospitality businesses track satisfaction of their customers via surveys. Typically, statements about various aspects of a service are presented where the respondents indicate their satisfaction/dissatisfaction with a tourism product/service. Satisfaction scores are then calculated to understand the relationship between satisfaction scores and the ratings for service quality determinants. While useful, there are however, other factors interfering with consumers’ evaluations of services biasing or hiding true satisfaction scores. For example, the mood or state of being of the consumer during the evaluation stage might contribute to erroneous measures of customer satisfaction. This commentary addresses this issue in light of recent evidence indicating the possible effect of consumers’ mood on service evaluations.
Keywords: Mood, Service Quality, Customer Satisfaction
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