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A comparison of question scales used for measuring customer satisfaction

Peter J. Danaher (Department of Marketing, University of Auckland, New Zealand, and)
Vanessa Haddrell (Department of Marketing, University of Auckland, New Zealand)

International Journal of Service Industry Management

ISSN: 0956-4233

Article publication date: 1 October 1996

18893

Abstract

Many different scales have been used to measure customer satisfaction. These scales can be divided into three main groups, being those measuring performance, disconfirmation and satisfaction. Reports on the design and execution of a study of hotel guests in which they were asked to rate the key service attributes of their stay using all three of these measurement scales. Repurchase intention and word‐of‐mouth effects were also measured. Compares the scales on the basis of reliability, convergent and discriminant validity, predictive validity, skewness, face validity and managerial value for directing a quality improvement programme. Shows the disconfirmation scale to be superior to both the performance and satisfaction scales on all these criteria except for predictive validity. In addition, the performance scale was generally better than the satisfaction scale on a number of these criteria.

Keywords

Citation

Danaher, P.J. and Haddrell, V. (1996), "A comparison of question scales used for measuring customer satisfaction", International Journal of Service Industry Management, Vol. 7 No. 4, pp. 4-26. https://doi.org/10.1108/09564239610129922

Publisher

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MCB UP Ltd

Copyright © 1996, MCB UP Limited

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