Measuring Customer Satisfaction: From Product Performance to Consumption Experience

Abstract

The aim of the present work is to propose a scale to measure customer satisfaction with reference to product and integrated services, in a broader context than simply evaluating product performance, i.e., by measuring aspects involved in pre- and post-purchase stages. The proposed scale has three versions: for convenience, shopping, and specialty goods. The scale for shopping goods was also administered to a sample of buyers of a specific branded product (i.e., a pair of jeans) and evaluated for validity and reliability. Lastly, latent class models are estimated in order to verify if there exists a judgment of satisfaction in each phase of the consumption experience.