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Measuring satisfaction with organizations. Predictions from information accessibility.

Y Schul1, M Schiff

  • 1Department of Psychology, Hebrew University.

Public Opinion Quarterly
|December 4, 1993
PubMed
Summary

The order of questions significantly impacts customer satisfaction. Asking general satisfaction questions after specific ones (SG order) leads to higher overall satisfaction and better alignment between specific and general feedback compared to the general-to-specific (GS) order.

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Area of Science:

  • Consumer Psychology
  • Service Marketing
  • Survey Methodology

Background:

  • Customer satisfaction is a key metric for service organizations.
  • The sequence of survey questions can influence response patterns and reported satisfaction levels.
  • Understanding question order effects is crucial for accurate service quality assessment.

Purpose of the Study:

  • To investigate how the order of general and specific satisfaction questions affects customer evaluations.
  • To determine the impact of question order on information accessibility and satisfaction reporting.
  • To provide insights into optimizing survey design for service satisfaction research.

Main Methods:

  • Theoretical analysis of information accessibility based on question order (GS vs. SG).

Related Experiment Videos

  • Empirical testing of predictions using a national survey of customer satisfaction.
  • Statistical analysis of customer responses to the Israel Telecommunication Corporation (Bezeq).

    • Main Results:

    • The general-to-specific (GS) order made negative information more accessible than positive information.
    • The specific-to-general (SG) order increased the accessibility of both positive and negative information.
    • Predictions regarding information asymmetry, correspondence, and overall satisfaction levels were supported by the data.

    Conclusions:

    • The order of survey questions significantly influences customer satisfaction responses.
    • The specific-to-general question order is recommended for more accurate and positive customer satisfaction reporting.
    • Findings have implications for survey design in service quality research and customer feedback collection.