Applied Research

From Customer Satisfaction Measurement (CSM) to Customer Experience Management (CEM)

March 18, 2014

Lately I came across several “customer satisfaction surveys” that still focus on the same old question which roughly pose the following to respondents: “On a 10-point-scale, please indicate how satisfied or dissatisfied are you with each of the following statements…”. I just wonder why some (or rather, so many) researchers still have not graduated from this archaic approach and moved on to the disconfirmation of expectations paradigm or the “Gap Model”. While there are operational and contextual differences between the disconfirmation of expectations paradigm and the Gap [READ MORE]