Removing Economic Influences from Customer Satisfaction Scores to Assess Managerial Performance in Marketing

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  • 顧客満足度への経済変動バイアスの影響と企業努力を反映するその補正方法について
  • コキャク マンゾクド エノ ケイザイ ヘンドウ バイアス ノ エイキョウ ト キギョウ ドリョク オ ハンエイスル ソノ ホセイ ホウホウ ニ ツイテ

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Abstract

Customer orientation is an important driver of business performance. In order to measure the development of customer orientation over time, managers conduct CS (customer satisfaction) surveys for several years and interpret CS variations as linked to their firm's actions. Based on time-series data from three durable goods industries and a hospital, this study identifies significant influences of economic growth and economic expectations on firm-level CS. This means that CS variations are not only caused by firm-level actions but also by economic processes. Managers should be careful when interpreting economic-induced CS variations as consequences of their own actions. This article thus proposes two methods to correct CS scores by removing economic influences: 1) remove the influence of economic expectations, 2) remove the influence of economic growth and economic expectations. It is shown that these methods strongly reinforce the correlation between CS scores and future business performance. These results demonstrate that correcting CS scores helps managers gain performance-relevant information that cannot be read from the original scores.

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