Some companies take measurements in a more complex and generally refers to a concept of customer satisfaction. Without a clear concept of customer satisfaction, it is very difficult to operationalize satisfaction index calculation.

The most common concepts to produce a customer satisfaction index are the concept of performance-importance. First, respondents were asked to answer the performance or satisfaction levels of various dimensions or attributes that affect customer satisfaction. When the measurement was limited to the dimensions, then it only needs about 3 to 10 questions. If the measurement is made at the level of attributes or things that have been associated with the specific expectations of customers, it can reach up to 10-50 questions. Selection of course depends on the desired depth of the survey.

For example, for shoe products, the company’s management believes that there are five dimensions that are important in influencing customer satisfaction is the durability, comfort, design, price and warranty. On this basis, then compiled a question like “How did your satisfaction with footwear brand X in terms of durability?”. Then, followed by questions for the four other dimensions. Once again, based on the experience of conducting market research over the years, I prefer using a satisfaction scale with a scale of 5 or 7 scale.