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Overall Satisfaction in Customer Satisfaction Questionnaire?
Usha
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Should we have a question capturing "overall satisfaction" in a survey form, apart from individual product/service attribute rating? If required, what is the additional value? (...) Read more? Sign up for free
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Yes, ask for the Overall Satisfaction with the Brand
Mrinal Ghosh, Business Consultant, India, Member
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I believe apart from the checking the overall satisfaction with the product we need to check the overall satisfaction with the brand as whole.
Say for example in case of a bank, the customer might be happy with the fixed deposit he is having with the bank, however there are other dynamics involved which reassure the wisdom of purchase. Fort example touch points like the call centre, ATM, etc.
All these as a whole creates a perception about the brand which is measured by the overall satisfaction with the brand.
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Overall Customer Satisfaction Rating
Charles Shillingburg, Director, United States, Member
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Absolutely, you need an overall satisfaction rating. In addition you should be asking about brand loyalty and recommendations. These variables can be used as dependent variables in multivariate analysis to reveal which of your product attibutes, and groups of attributes, are driving satisfaction, loyalty and advocacy.
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