CUSTOMER SATISFACTION SURVEYS: A SIMPLIFIED METHOD TO CREATE A LEVERAGE INDEX USING QUALITATIVE DATA

Jean-Claude Krynicki

Abstract

When analyzing customer satisfaction data it is very often requested for the metrologist to provide a leverage index in order to identify which attribute of the product or service (predictor) needs to be improved to increase the satisfaction level (dependant variable).<br />This is usually done by the means of a questionnaire with many items each covering an attribute and performing a quantitative analysis using partial least square, Theil’s index or neural networks.<br />In practice it is observed that long questionnaires give very few responses (5-10%). Shorter questionnaires are poor in information but increase drastically the response rate (20 to 40%) and more interestingly the customer comments are quite systematic (up to 90% of opened questions are documented).<br />Facing such behavior leads to the question of creating a leverage index out of qualitative data.<br />This paper will present a method to categorize the verbatim in such a way that a numeric contribution of product or service attributes can be measured.

Keywords

qualitative, survey, leverage index, customer satisfaction

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IMEKO-WC-2009-TC7-316.pdf

DOI

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IMEKO TC

TC7 - Measurement Science

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