Measurement of customer satisfaction in marketing research

We can measure customer satisfaction level of marketing research projects using PZB model. According to Parasuraman, Zeithaml and Beiry (PZB) model, Perceived Service Quality = Perceived Service - Expected Service. Based on their research work, they identified that customers consider five dimensions in their assessment of service quality which results customer satisfaction, as given below:

Reliability: Ability to perform the promised service dependably and accurately
Responsiveness: Willingness to help customers and provide prompt service
Assurance: Employee's knowledge and courtesy and their ability to inspire trust and confidence.
Empathy: Caring, individualised attention given to customers
Tangibles: Appearance of physical facilities, equipment, personnel and written materials

Scale can be developed for these attributes and weightage to be assigned. Then use an empirical model to calculate Perceived service. Assume perceived service as equal to expected service in ideal situation, means service was as expected. The calculated value of perceived service gives its deviation to +ve "above than expectation" or -ve "not upto the mark". Researcher can use this procedure for each project. Always keep in mind that "above than expectation" is equally worse like "not upto the mark" in service business !!

By Thomas George, Director of DoWell Research GmbH

Enhancing innovation by crowdsourcing and co-creation with users in product/service design, Open innovation consulting

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