Customer Satisfaction Measurement


30 Oct 2009

In globalization era business competition can be so tight, in national or international. Companies must be able to give satisfaction for their customer. If not, they will leave that company and be a competitor’s customer, this thing can make sales down and will reduce profit, and also loss.
Customer satisfaction level depends on quality of product/service. Montgomery (1985) says: Quality is the extent to which products meet the requirements of people who use them. So the product can be more quality for people if the product can fullfil their needs.

Customer identification are :
- External customer, for example = end-user, distributor, agent/retailer;
- Internal customer, for example = branch of company, department/unit;
- Other customer, for example = stockholder, government, and citizen.
First we define the customer needs then value the customer perception and attitude to build customer satisfaction measurement.
Measure the customer satisfaction so beneficial for companies during evaluate the company position these days compare with competitor and end-user, and also find the part which need improvement. Feedback from customer directly, focus group, or customer complaint is measurement tools

Sampling technique

1. Random/Probability Sampling

  • Simple Random Sampling
  • Stratified Random Sampling
  • Cluster Sampling

2. Non-Random/Non-Probability Sampling

  • Convenience Sampling
  • Judgemental Sampling
  • Quota Sampling

How to define the sampling (practices)

    • minimal proportion -> 5% from N
    • standard opinion industry -> n =1500-2500
    • central limit statistic -> n ≥ 30; n = 30-35
    • marketing research -> n = 2 s/d 3 multiply of total questionnaire item
    • other practice teory -> n = 50-100; 100-200
    • ≥ 500

Customer Satisfaction Index (Indeks Kepuasan Pelanggan) is the index that reflect one or all customer perception about company performance (product / service) base on their expectation

Notes :
PT = Importance score
PS = Satisfaction score
SM = Measurement scale (5-Poin Likert)
i = ith Respondent Survey
j = jth Questionnaire Atribute
n = Respondent sum
m = Atribut sum

Christopher Lovelock (1994) found that customer have 5 criteria:

  • Reliability, ability to give service accurately same with has been promised.
  • Responsiveness, staff ability to help customer provide service fast according to customer’s want.
  • Assurance, staff knowledge and ability to serve with confidence.
  • Emphaty, staff should gives attention individually to customer and understand the customer needs.
  • Tangible, phisical facility appearance, tools, personnel, and communication tools.

GAP Analysis (GAP = SATISFACTION-IMPORTANCE) adalah different value between customer satisfaction level (and product/service) with their importance. (jn)

Customer Satisfaction Map

Gaps Model of Service Quality

Reference :
Rangkuti, Freddy (2003), Measuring Customer Satisfaction, PT Gramedia Pustaka Utama.
Supranto, Prof. J (2001), Pengukurang Tingkat Kepuasan Pelanggan, PT Rineka Cipta.

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