Final answer:
To gauge customer satisfaction, a novel multi-item scale including Likert-type and Semantic differential items should be employed, capturing specific aspects of customer experience from service expectations to product fulfillment and support responsiveness.
Step-by-step explanation:
To measure customer satisfaction, a multiple-item scale can be created that includes both Likert-type items and Semantic differential items. This will enable a comprehensive analysis of customer feelings and perceptions about a product or service. Below are original examples of each type that avoids commonly used items in the literature.
Likert-type Items
To what extent do you agree that our customer service exceeded your expectations?
- Strongly agree
- Agree
- Neither agree nor disagree
- Disagree
- Strongly disagree
How well do you feel our product meets your needs?
- Perfectly well
- Very well
- Moderately well
- Slightly well
- Not at all well
Semantic Differential Items
Rate your overall satisfaction with our product on the scale from 'Highly Unsatisfactory' to 'Highly Satisfactory'.
Consider the responsiveness of our customer support, and rate from 'Extremely Sluggish' to 'Highly Responsive'.
These items target different aspects of the customer experience, helping to identify areas of strength and potential improvement. The Likert-type items measure the customer's level of agreement with positive statements about the service, while Semantic differential items give more nuanced insights by asking customers to rate their experience on a scale between two bipolar adjectives.