Improving the measurement of customer satisfaction: a test of three methods to reduce halo
Managing Service Quality: An International Journal
ISSN: 0960-4529
Article publication date: 1 April 2001
Abstract
Many firms measure customer satisfaction on an attribute‐by‐attribute level. Past research has shown that halo errors can pose a serious threat to the interpretability of such data. Examines three factors that potentially reduce halo, using a combination of an experimental and quasi‐experimental research design. Three conclusions were drawn. First, measurement after consumption showed less halo than delayed measurement. Second, relative rating scales contained less halo than standard satisfaction scales. Third, an interaction effect was found between the number of attributes to be evaluated and the rating scale used. The evaluation of many attributes reduced halo in comparison to an evaluation of few attributes when a standard satisfaction rating scale was used. However, when the more complex relative rating scale was used, halo was not reduced when subjects had to evaluate a large number of attributes, perhaps due to the increased complexity of the task.
Keywords
Citation
Wirtz, J. (2001), "Improving the measurement of customer satisfaction: a test of three methods to reduce halo", Managing Service Quality: An International Journal, Vol. 11 No. 2, pp. 99-112. https://doi.org/10.1108/09604520110387239
Publisher
:MCB UP Ltd
Copyright © 2001, MCB UP Limited