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The Three Dimensions of the Customer Satisfaction Index

The three dimensions of CSI are:
1. Overall customer satisfaction
2. Likelihood of repeat business
3. Likelihood to recommend the company to others

What could be the 4th dimension?

Assume that the product and the brand you are looking at is Nike Sneakers.

For each dimensions defined in CSI, design at least an item to measure it.

Specify the scale types that you will use. (nominal, ordinal, interval, ratio scale)

Design a customer satisfactory survey in order to measure Customer Satisfaction Index using different types of scales.

Solution Preview

Research shows that developing a customer satisfaction index (CSI) is not just about carrying out a survey. Surveys provide the reading that shows where attention is required but in many respects, this is the easy part. Very often, major long lasting improvements need a fundamental transformation in the company, probably involving training of the staff, possibly involving cultural change. The result should be financially beneficial with less customer churn, higher market shares, premium prices, stronger brands and reputation, and happier staff. However, there is a price to pay for these improvements. Costs will be incurred in the market research survey. Time will be spent working out an action plan. Training may well be required to improve the customer service. The implications of customer satisfaction surveys go far beyond the survey itself and will only be successful if fully supported by the echelons of senior management.

There are six parts to any CSI:
1. Who should be interviewed?
2. What should be measured?
3. How should the interview be carried out?
4. How should satisfaction be measured?
5. What do the measurements mean?
6. How to use customer satisfaction surveys to greatest effect?

In your design, consider a fourth dimension about the product ...

Solution Summary

This response looks at the possible fourth dimension of the customer satisfaction index.

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