Title

Importance Scores are Important When Examining Customer Satisfaction

Presenter Information

Lindsay Roufa

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

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Apr 8th, 1:00 PM Apr 8th, 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.