Measuring Customer Satisfaction: Fact and Artifact
Journal of the Academy of Marketing SciencePublished 1 January 1992
Robert A. Peterson, W. R. Wilson
Citations91
SJR quartileQ1
SJR score6.90
SNIP4.39
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Abstract
Self-reports of customer satisfaction invariably possess distributions that are negatively skewed and exhibit a positivity bias. Examination of the customer satisfaction literature and empirical investigations reveal that measurements of customer satisfaction exhibit tendencies of confounding and methodological contamination and appear to reflect numerous artifacts. Implications and suggestions for research and practice are discussed.
Keywords
Business, Management and Accounting