Chapter 9

Measuring Customer Attitudes

In This Chapter

arrow Recognizing the influence of customer attitudes on behavior

arrow Identifying the customer attitudes that should be quantified

arrow Measuring brand lift after a marketing campaign

Customers have a range of attitudes. But when measuring a product or service experience, you usually can only measure a certain number of attitudes, including satisfaction, usability, trust, loyalty, luxury, and delight.

In Chapter 8, I cover the hierarchy of effects, which includes awareness, attitudes, and usage from a broad brand perspective. In this chapter, I focus in more detail on customer attitudes: customers’ ideas, sentiments, feelings, and beliefs toward a brand and product. I first cover the most common ways of measuring customer attitudes and then move on to constructing the right questions and scales.

Gauging Customer Satisfaction

By far the most common and fundamental measure of customer attitudes is customer satisfaction. Customer satisfaction is a measure of how well a product or service experience meets customer expectations. It’s considered a staple of customer analytics scorecards as a barometer of how well a product or company is performing. ...

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