Measuring Outcome

Question 1

Dominant approaches of satisfaction (3)

Answer 1

1) the expectancy-disconfirmation paradigm (EDP)
2) importance-performance; an after experience only approach
3) benchmarking - internal, external and inquiry variants.

Question 2

The expectancy-disconfirmation paradigm (3)

Answer 2

1) perceived performance > expectations = high satisfaction
2) perceived performance = expectations = okay satisfaction
3) perceived performance

Question 3

EDP challenges (4)

Answer 3

• do not always have clear expectations.
• challenging in getting measures before consumption of product or experience.
• often forced to ask consumers to weigh present experience against remembered expectations.
• experience may be very different to expectations but still good.

Question 4

Importance-performance approach (3)

Answer 4

• asks how important a component is and then how well it has performed.
• focus is only after the consumption occurs.
• well known for producing plots of performance against importance.

Question 5

Importance-performance approach challenges (2)

Answer 5

• difficulties dealing with the positivity bias problem of saying that everything is good and also at times rating all elements as important.
• care needed to select the range of characteristics to be judged.

Question 6

Benchmarking characteristics - 3 forms

Answer 6

1) internal - current performance against past performance or other parts of the business.
2) external - current performance against data from competitors.
3) inquiry - rating of current performance by customers bearing in mind comparisons with similar businesses.

Question 7

Benchmarking challenges (3)

Answer 7

• sometimes difficult to get external benchmarking data.
• there may not be comparisons which fit unique products or services.
• may not want to know how you compare but how well you are doing to your own criteria.

Question 8

New and experimental directions (2)

Answer 8

1) emotion wheels

2) reconsidering and managing complaints

Question 9

Emotional wheels (4)

Answer 9

• daily diary or response sheet records a range of emotions.
• suits services/experiences over time.
• provide a rapid visual appraisal of individual and group responses.
• little used due to just being developed.

Question 10

Reconsidering and managing complaints (5)

Answer 10

• complaints a small percent of customer responses.
• the psychology of complaining: individual and cultural differences.
• situation circumstances affect complaints behaviour.
• can reconsider as ‘suggestions for improvements’
• need to consider: who, how many, what, can it be changed, is it worth it.

Question 11

Satisfaction (1)

Answer 11

• satisfaction changes over time.