Over-time variation in individual’s customer satisfaction scores

Customer satisfaction is a commonly used business performance metric. Despite the widespread use of satisfaction surveys, little is known about how stable individual’s satisfaction scores are.

Corresponding author:

John Dawes, Ehrenberg-Bass Institute, 70 North Terrace, Adelaide, SA 5001, Australia. Email: John.Dawes@marketingscience.info


Customer satisfaction is seen as an important business performance measure. It is one of the most frequently collected indicators of customer perceptions (Farris et al., 2016, p. 40). Satisfaction scores are used to reinforce the idea that customers