Any one who can guide me on finding measurement scale on marketing mix and customer satisfaction?
Please check the article in pdf. format available at:
https://www.tlfresearch.com/rating-scales/
Customer satisfaction is difficult to measure due to several reasons. Counting on customer satisfaction owing to their feedback is not the case because most people prefer keeping quiet when satisfied.
Some people see no need of contacting the service provider while others seek to pass their complaints.
Requirements for customer satisfaction are not only unique but difficult to quantify.
Some ways of measuring customer satisfaction include:
- Survey customers
- Understand expectations
- Pinpoint specifics
- Loyalty measurement
- etc.
Abraha Haftom
For the concept of satisfaction, you must first do a research in a theoretical framework: The Dissonance Theory, The Contrast Theory, Expectancy-Disconfirmation Paradigm, Inferred versus Direct Disconfirmation, The Comparison Level Theory, The Value Percept Theory, The Equity Theory, The Evaluative Congruity Theory... Then you propose the model of your research. Regarding the elements of the marketing mix, it's much easier.
here are some works that can help you:
Bearden, W.O. & Teel, E.J. (1983). Selected Determinants of Consumer Satisfaction and Complaint Reports, Journal of Marketing Research, 20, 21-28.
Botterill, T. D. (1987). Dissatisfaction with a construction of Satisfaction, Annals of Tourism Research 14: 139-141.
Cadotte, E. R., Woodruff, R. B ., & Jenkins, R. J. (1987). Expectations and Norms in Models of Consumer Satisfaction Journal of Marketing Research 24, 305-14.
Erevelles, S. & Leavitt, C. (1992). A Comparison of Current Models of Consumer Satisfaction / Dissatisfaction Journal of Consumer Satisfaction /Dissatisfaction and Complaining Behavior, 5, 104-114.
LaTour, S. T. & Peat, N. C. (1979). Conceptual and Methodological issues in consumer satisfaction research, Advances in Consumer Research, 6, 431-437.
Tse, D. K., & Wilton, P. C. (1988). Models of Consumer Satisfaction Formation: An Extension. Journal of Marketing Research, 25(2), 204. doi:10.2307/3172652
Olander, F., (1979) Consumer Satisfaction: A Sceptic’s view. Aarhus Denmark.
Oliver, L. R. (1997). Satisfaction a behavioral perspective on the consumer, The McGraw-Hill Companies, Inc. New York.
good luck
First you need to define the context of the study.After understanding the marketing mix strategies and satisfaction variables of that particular context,u need to assess its satisfaction content based on SEM or PLS. You can also check different customer satisfaction indexes already in literature.