Use of customer satisfaction measurements to drive improvements

Birch-Jensen, Andrea; Gremyr, Ida; Hallencreutz, Jacob; Rönnbäck, Åsa

doi:10.1080/14783363.2018.1436404

Cited by 13 publications

(13 citation statements)

References 23 publications

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“…Storey & Larbig, 2018). Problems observed in relation to CSIU for improvements include a lack of integration between customer satisfaction measurements and other performance measurements (Garver & Gagnon, 2002), a lack of knowledge regarding processes supporting CSIU (Birch-Jensen et al, 2020), and a lack of activities to establish the purpose and strategy of CSIU. This calls for a further understanding of the utilisation phase of the CSIU process (Morgan et al, 2005), a process that Lervik Olsen et al (2014) identified as having three phases: strategy, measurement, and analysis and implementation.…”

Section: Customer Satisfaction Information Usagementioning

confidence: 99%

Absorptive capacity as enabler for service improvements − the role of customer satisfaction information usage

Birch-Jensen

Gremyr

Halldórsson

2020

Total Quality Management & Business Excellence

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Customer satisfaction information (CSI) is of great relevance for customer-oriented and service-led organisations, where customer experience is highly associated with the inuse phase of products and services. This paper explores how firms turn customer satisfaction information into knowledge and actions in a manner that enables service improvements. Based on a study of 24 organisations in six different service sectors, this study investigates CSI usage with respect to absorptive capacity. The paper concludes that efficient CSI usage requires multiple sources of customer satisfaction data that need to be used broadly in the organisation by creating accountability of employees across the organisation, rather than CSI being an issue for the communication function. To release this potential, CSI usage requires mechanisms that reside within the organisation, including ensuring actionability of initiatives, assignment of responsibility for actions and follow up, and providing incentives to mobilise change support. Further, the paper shows that in order to fully understand CSI, research must move beyond focusing on processes and activities to study the underlying capacities needed to release the potential of CSI to serve as a basis for service improvements.

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Section: Customer Satisfaction Information Usagementioning

confidence: 99%

Absorptive capacity as enabler for service improvements − the role of customer satisfaction information usage

Birch-Jensen

Gremyr

Halldórsson

2020

Total Quality Management & Business Excellence

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“…As a result, organizations need to continuously measure how their products or services satisfy customers and improve their performance to exceed, or at least meet customer expectations and requirements (Dean and Bowen, 1994;Kanji and Wallace, 2010). Moreover, measurement of customer satisfaction can promote improvement work and support decision-making (Anderson and Fornell, 2010;Birch-Jensen et al, 2018). Information about customer expectations and requirements also helps employees to focus quality improvement on the working processes that are crucial for customer satisfaction (Hackman and Wageman, 1995).…”

Section: Customer Focusmentioning

confidence: 99%

“…Moreover, measurement is a fundamental technique that supports other principles. For example, measurements of customer satisfaction can be used to drive continuous improvement and promote a focus on customers (Birch-Jensen et al, 2018). The most important requirements of measurement are that it reflects reality and determines facts with minimum bias.…”

Section: Quality Management Measurements In Cross-cultural Settingsmentioning

confidence: 99%

“…Since customer satisfaction and its ratings are culturally dependent, companies that operate globally need to understand cultural diversity that stems from the difference in cultural backgrounds of customers, and they should be able to measure customer satisfaction with a minimum of bias. Customer satisfaction measurements can be used to encourage continuous improvement in QM, and support decision-making (Anderson and Fornell, 2010;Birch-Jensen et al, 2018). Therefore, it is important for companies to gather accurate information, compare customer satisfaction ratings across different markets with different cultural backgrounds and take actions based on facts.…”

Section: External Perspective -Customersmentioning

confidence: 99%

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Managing Quality in Cross-cultural Settings

Wangwacharakul

2020

Linköping Studies in Science and Technology. Dissertations

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As companies become multinational with subsidiaries in different countries and global customers, they face challenges in managing quality related to cultural diversity. During the past decades, cross-cultural quality management research has emerged, aiming to understand the link between culture and quality management, and to provide support for quality management in different cultural contexts. This research field becomes increasingly important considering global industries of today. Nevertheless, the first standpoint in identifying challenges in cross-cultural quality management in multinational companies remains to be an open question. This also leads to the need for developing an instrument to understand cultural diversity in quality management, from both an internal perspective related to employees and an external perspective related to customers. This thesis aims to provide an insight into managing quality in cross-cultural settings, focusing on both multinational companies and companies having global customers. Three studies have been conducted combining qualitative and quantitative research methods. First, case studies were employed to explore the research field and identify challenges in managing quality related to national cultural diversity in multinational companies. The second study developed an instrument based on anchoring vignettes survey to understand cultural diversity in quality management and applied it in two settings. The third study combined an interview-based study with a case study using mixed methods to further investigate and consolidate the results gained from the first two studies, leading to the suggestion of possible strategies to manage quality in multinational companies.

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“…It is hence imperative to establish measurement methods that allow for the comparison of results across countries, thus enabling learning and providing input for decision-making and improvements (Anderson and Fornell, 2000;Birch-Jensen et al, 2018).…”

Section: Introductionmentioning

confidence: 99%

Cross-cultural comparability of customer satisfaction measurement – the case of mobile phone service providers

Wangwacharakul

Medina

Poksińska

2021

IJQSS

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Purpose Customers from different cultures might have different expectations and perceptions of quality, leading to different levels of satisfaction. Together with the construct and measurement equivalence issues of cross-cultural surveys, this raises the question of the comparability of customer satisfaction measurements across countries. The purpose of this study is to evaluate the survey method of anchoring vignettes as a tool for improving the comparability of customer satisfaction measurements across countries and to shed some light on cultural influences on customer satisfaction measurements. Design/methodology/approach Based on the models of American Customer Satisfaction Index and European Performance Satisfaction Index, the authors designed and conducted a survey using the method of anchoring vignettes to measure and compare customer satisfaction with mobile phone services in four countries – Costa Rica, Poland, Sweden and Thailand. The survey was carried out with young adults aged 20–30 years, who were mostly university students. Findings This study demonstrates how anchoring vignettes can be used to mitigate cultural bias in customer satisfaction surveys and to improve both construct and measurement equivalence of the questionnaire. The results show that different conclusions on cross-cultural benchmarking of customer satisfaction would be drawn when using a traditional survey compared to the anchoring vignettes method. Originality/value This paper evaluates the survey method of anchoring vignettes as a potential quantitative research method for studying customer satisfaction across countries. The results also contribute to customer satisfaction research as these shed some light onto how culture influences customer satisfaction measurements. The practical implication for firms and managers is that allocating resources among different countries based on traditional customer satisfaction surveys may be misleading.

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Use of customer satisfaction measurements to drive improvements

Cited by 13 publications

References 23 publications

Absorptive capacity as enabler for service improvements − the role of customer satisfaction information usage

Absorptive capacity as enabler for service improvements − the role of customer satisfaction information usage

Managing Quality in Cross-cultural Settings

Cross-cultural comparability of customer satisfaction measurement – the case of mobile phone service providers

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