Comments on: Auto dealers and their “research” http://coronainsights.com/2008/05/auto-dealers-and-their-research/ Wed, 07 Dec 2011 22:02:42 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Erica Augustine http://coronainsights.com/2008/05/auto-dealers-and-their-research/comment-page-1/#comment-4 Erica Augustine Sun, 18 May 2008 21:47:54 +0000 http://coronaresearch.com/blog/?p=15#comment-4 I agree that companies should separate satisfaction with the experience from satisfaction with the outcome. I've been to restaurants where I loved the atmosphere, the server was wonderful, but my food just wasn't that great (or vice versa). A survey asking only "rate your experience" is not going to get an accurate response from me. I enjoyed the experience, but if there are no other questions asking about the individual details of the experience (or about the food outright), I will knock some points off for the food and that doesn't help the restaurant. I've always liked the "would you recommend us to a friend" question as part of the measure of customer satisfaction. It does still have possible response bias issues, but probing further from "yes" or "no" can reveal issues that might not come up otherwise. I agree that companies should separate satisfaction with the experience from satisfaction with the outcome. I’ve been to restaurants where I loved the atmosphere, the server was wonderful, but my food just wasn’t that great (or vice versa). A survey asking only “rate your experience” is not going to get an accurate response from me. I enjoyed the experience, but if there are no other questions asking about the individual details of the experience (or about the food outright), I will knock some points off for the food and that doesn’t help the restaurant.

I’ve always liked the “would you recommend us to a friend” question as part of the measure of customer satisfaction. It does still have possible response bias issues, but probing further from “yes” or “no” can reveal issues that might not come up otherwise.

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