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

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands