Customer satisfaction represents a particular customer's judgment of a product or service, so we compare customer expectations and actual service performance. Others view customer satisfaction as “the natural feeling (positive or negative) that arises after purchase”. Following the events, companies can offer questionnaires aimed at identifying the degree of customer satisfaction.
What are the main features of the post-event satisfaction questionnaire?
The main features of the post-event satisfaction questionnaire fall into three major categories:
- positive impression of the customer after the purchase: the quality of the product or service corresponds to the expectations of the customer, in this case, the customer feels comfortable and satisfied and decides - in most cases - to return to you in future purchases. The response to the questionnaire is mainly positive;
- negative customer impression after purchase: the quality of the product or service is below the level of expectation (negative mismatch), which means that the performance does not meet the customer's expectations, this disappointment results in negative responses in the questionnaire and the customer could leave your organization;
- very satisfied impression of the customer after the purchase: the quality of the product or service is higher than expected (positive fit), the customer remains closely associated with your organizationn and the response to the questionnaire is positive on all points.
How to obtain positive responses to a post-event satisfaction questionnaire?
Owners of organizations and businesses should be aware that advertisements bordering on exaggeration may harm the product or service they are offering, such advertisements may significantly increase customer expectation, it will then be difficult to satisfy him.
Thus, the advertisement must take up certain characteristics of the product or service and leave the rest of the characteristics to positively surprise the customer.
Studies have shown thata satisfied customer talks about his satisfaction to three people he knows, while the dissatisfied customer talks about his dissatisfaction with the product or service to more than twenty people. There is no doubt as to the seriousness of the negative impact of talking about the organization and its products.
It is therefore necessary to measure the level of customer satisfaction so that the organization can diagnose defects in the product or service and find out whether the target group has benefited from the product or service provided in a way that ensures their continued relationship with the company.
The questionnaire allows you to better know the customers
The only way to get a business going is to try to get to know the customers closely, to closely identify their desires and to stay away from anything that would disturb them, they must be encouraged to express their opinions on the products and services offered to them, provided that these opinions and impressions are used to value the achievements of the organization and try to overcome the obstacles encountered.
What are the methods for measuring the level of customer satisfaction?
To measure the level of customer satisfaction, Professor Scott Smith proposes a scale made up of four components. First, there is the perceived quality which can be measured by proposing a small questionnaire addressed to customers which includes a question on their appreciation of the level of quality of the product or service after purchase (perceived quality), through the average responses of the target sample, it becomes clear whether the perceived quality is lower or higher than the quality they expected. This answer allows the company to make major decisions.
Then, we find the repurchase intention which can be measured by asking the customer, for example: do you intend to repurchase this product?
There is also customer satisfaction with the product or service provided: this element is considered to be one of the best ways to measure how much customers like or dislike a particular product, the process happens by formulating questions about a specific product feature.
Finally, we must mention customer loyalty. This element can be measured by asking the customer: Would you recommend your friends to buy this product or service?
