Importance Scores are Important When Examining Customer Satisfaction
Department
Psychological Science
Major
Psychology
Research Advisor
Martin, James H.
Advisor's Department
Psychological Science
Funding Source
St. Louis Metro
Abstract
Through recent years consumer research has extensively analyzed the psychological determinants of customer satisfaction attitudes. However, customer satisfaction with a particular service factor (e.g., “friendly service”) does not necessarily reflect the customer’s evaluation of the factor with respect to its importance. The hypothesis that “Importance” ratings contain valuable information about customer attitudes was explored with data collected over a four-year period with onboard patrons of a public transportation utility. The items were grouped into two sections: Service Factors (18 items) and Driver Behavior (9 items). Factor analysis suggests that Importance and Satisfaction load largely on separate factors, with a third factor representing “Driver Behaviors”. Evidence to support that gender and sex differences significantly affect what customers determine to be important in service are commonly seen in factors of Safety (on the bus; at bus stops), Cleanliness, and Driver Courtesy. Implications of these findings are discussed.
Biography
Lindsay Roufa is pursuing her Bachelors of Science in Psychology and minoring in Military Science. In December 2009 she is commissioning into the United States Army as a Second Lieutenant where she hopes to pursue a career in Research Psychology. Lindsay is married and raising a six year-old stepdaughter, a Jack-Russell terrier, and her husband is currently deployed in Iraq. She enjoys school, traveling, reading, cooking, and the cinema.
Research Category
Social Sciences
Presentation Type
Poster Presentation
Document Type
Poster
Award
Social Sciences poster session, Second place
Location
Upper Atrium/Hallway
Presentation Date
08 Apr 2009, 1:00 pm - 3:00 pm
Importance Scores are Important When Examining Customer Satisfaction
Upper Atrium/Hallway
Through recent years consumer research has extensively analyzed the psychological determinants of customer satisfaction attitudes. However, customer satisfaction with a particular service factor (e.g., “friendly service”) does not necessarily reflect the customer’s evaluation of the factor with respect to its importance. The hypothesis that “Importance” ratings contain valuable information about customer attitudes was explored with data collected over a four-year period with onboard patrons of a public transportation utility. The items were grouped into two sections: Service Factors (18 items) and Driver Behavior (9 items). Factor analysis suggests that Importance and Satisfaction load largely on separate factors, with a third factor representing “Driver Behaviors”. Evidence to support that gender and sex differences significantly affect what customers determine to be important in service are commonly seen in factors of Safety (on the bus; at bus stops), Cleanliness, and Driver Courtesy. Implications of these findings are discussed.
