MEASURING

CUSTOMER
ATTITUDES
PRESENTED B Y: R A M O S , L E N N K H E R S T I N E
BENIGNOS, KRISTHINE PHOL
SUAREZ, BLESSIE RHEIN
GAUGING CUSTOMER
SATISFACTION
The most common and fundamental measure of
customer attitudes is customer satisfaction. Customer
satisfaction is a measure of how well a product or
service experience meets customer expectations.
Satisfaction measures how a particular customer is
satisfied based on his or her expectations of a product
or service.
 TWO LEVELS OF MEASURING CUSTOMER
SATISFACTION:

• General (or relational) satisfaction

Asking customers about their satisfaction toward a brand or organization is
the broadest measure of customer satisfaction. It is often referred to as a
relational measure because it speaks to customers’ overall relationship with a
brand.

• Attribute (or transactional) satisfaction

This question gets right down to the nitty-gritty details and asks about the
customer's satisfaction with particular features (attributes) of a certain product
ATTITUDE VERSUS
SATISFACTION
Here’s how to remember the difference:
• Potential customers have an attitude toward a
brand or product they’ve never used.
• Actual customers rate their satisfaction after
having experienced a brand or product.
Attitude
If you’re interested in the beliefs, ideas, and
opinions of prospective customers, you have to
measure attitudes.

Attribute and product satisfaction

While customer satisfaction provides a broad view
of a customer’s attitude, you’ll also want to find
out whether or not your product or service is
exceeding expectations.
Rating Usability with the SUS
and SUPR-Q
Ease of use is usually one of the
biggest differentiators in the customer
experience: If people don’t find your
product easy to use, they aren’t going to be
very satisfied or loyal.
System Usability Scale (SUS)
The most common measure of customer
attitude toward usability is the System
Usability Scale (SUS). It was developed by John
Brooke in 1986. It consists of ten items that
customers rate from Strongly Disagree (1) to
Strongly Agree (5).
 TO SCORE THE SUS, FOLLOW THESE STEPS:
1) Add up the total score for all odd-numbered
questions, then subtract 5 from the total to get
(X).
2) Add up the total score for all even-numbered
questions, then subtract that total from 25 to get
(Y).
3) Add up the converted responses for each user
and multiply that total by 2.5.
This converts the range of possible values from
0 to 100 instead of from 0 to 40.
4) Average together the scores for all participants.
STANDARDIZED USER EXPERIENCE
PERCENTILE RANK QUESTIONNAIRE (SUPR-Q)

• For measuring customers’ attitudes toward your website

quality, including usability, use an eight-item questionnaire
called the Standardized User Experience Percentile Rank
Questionnaire
• While there are a number of variables that impact the
quality of a website experience, previous research has
identified four of the most common dimensions: usability,
trust, loyalty, and appearance.
THE FOLLOWING ARE THE EIGHT ITEMS IN
THE SUPR-Q AND WHAT THEY MEASURE:
• Usability
The website is easy to use.
It is easy to navigate within the website.
• Trust
I feel comfortable purchasing from the website.
I feel confident conducting business on the website.
• Loyalty
How likely are you to recommend this website to a friend or colleague?
I will likely return to the website in the future.
• Appearance
I find the website to be attractive.
The website has a clean and simple presentation
MEASURING TASK
DIFFICULTY WITH SEQ
S O M E T I M E S Y O U N E E D M O R E S P E C I F I C D ATA T H A N
THE SUS AND SUPR-Q PROVIDE YOU ABOUT A
S P E C I F I C P R O D U C T.

A S K Y O U R C U S T O M E R S H O W D I F F I C U LT T H E Y
F O U N D A TA S K , U S I N G T H E S I N G L E E A S E Q U E S T I O N
(SEQ). IT’S A SEVEN-POINT SCALE FROM VERY
D I F F I C U LT ( 1 ) T O V E R Y E A S Y ( 7 )
SCORING BRAND
AFFECTION
H AV E P A R T I C I P A N T S R A T E T H E I R L E V E L O F A G R E E M E N T T O
THE FOLLOWING ITEMS ON A SEVEN-POINT SCALE (1 =
S T R O N G LY D I S A G R E E ) A N D ( 7 = S T R O N G LY A G R E E ) T O T E N
A D J E C T I V E S , I N C L U D I N G “ AT TA C H E D , ” “ D E L I G H T E D , ” A N D
“ A F F E C T I O N AT E . ”
• CONNECTION AFFECTION
 Connected Affectionate Peaceful
 Bonded Friendly
 Attached Loved
• PA S S I O N
 Passionate
 Delighted
 Captivated
FINDING EXPECTATIONS:
DESIRABILITY AND LUXURY
Customer satisfaction in many respects is a measure of
how well customers’ expectations are met.

DESIRABILITY
Researchers at Microsoft developed a way to test customer
desirability. They identified a set of 118 positive and negative
words that customers can select when describing their attitude
toward a product, such as advanced, annoying, appealing,
difficult, innovative, predictable, simplistic, useful, and valuable.
 LUXURY
Luxury products set themselves apart in the market
through their capability to go above and beyond
satisfaction — to delighting consumers. Delight is an
emotional response, often described as a
combination of surprise and joy.
MEASURING ATTITUDE LIFT
• One way to understand how a product or service experience impacts
customers’ attitudes is to measure lift — the difference between attitudes
before and after the experience.
• Earlier in the chapter, I introduce the idea of customer attitude as a
measure that’s appropriate for both existing and new customers. To
understand how an experience impacts attitude, you measure your
customers’ attitudes before they use your product and again after they use
your product. The difference is the lift in attitude. The lift can be positive
or negative, where a negative lift means the attitude declined after
exposure.
• For example, in a study of the
Enterprise and Budget rental car
websites, customers were asked to rate
their attitude toward each brand prior to
and after renting a car through each
website.
• Figure 9-9 shows the average brand
favorability of Budget increased 12%
after participants rented a car through
its website (from 4.7 to 5.3). In
contrast, the brand favorability
declined 15% for participants after
renting through Enterprise.com (from
5.3 to 4.5). More details about this
study are discussed in Chapter 14.
 CALCULATE YOUR LIFT MEASURES
WITH THESE STEPS:
1. Subtract the post measure from the pre measure, then change
the order of the numbers.
For Enterprise, this was
4.5 - 5.3 = -.8
2. Divide the difference by the pre measure.
-.8 / 5.3 = -.15
3. Multiple by 100 to get a percentage.
-15 * 100 = -15% .
The result is a 15 percent decline in brand lift (a negative lift) for
Enterprise
ASKING FOR PREFERENCES
– Customers inevitably make choices between competing brands.
To understand how your products stack up against each of your
competitors’ products, have participants select which brand they
prefer given a set of likely alternatives.

– When measuring preference data, collect data on both choice

and intensity. That is, you want to know which brand customers
would pick if they had to, and how strongly they feel. You only
need one question to get this data because the direction of the
intensity (for or against one brand) includes the preference.
FINDING YOUR KEY
DRIVERS OF CUSTOMER
ATTITUDES
H AV I N G A L L T H E D ATA O N C U S T O M E R
AT T I T U D E S I S O N E T H I N G ; Y O U N O W H AV E T O
TA K E A L L T H AT D ATA A N D I N T E R P R E T I T T O
K N O W W H AT T O D O I N O R D E R T O I M P R O V E
Y O U R C U S T O M E R AT T I T U D E S . W H AT Y O U
N E E D T O L O O K AT A R E Y O U R K E Y D R I V E R S —
T H E F E AT U R E S A N D AT T R I B U T E S O F T H E
P R O D U C T O R E X P E R I E N C E T H AT C O N T R I B U T E
T H E M O S T T O Y O U R B R A N D R E P U TAT I O N .
 YOU CAN FIND YOUR KEY
DRIVERS WITH TWO METHODS:
• Open-ended questions: Analyze the responses to your open-ended questions. These
can give you a good idea of what customers think is most important. You can group
these comments into categories and rank their importance by quantity. With fuzzy
concepts like satisfaction, usability, and luxury, always give participants space to
write their own comment.
• Multiple regression analysis: Multiple regression analysis examines the correlation
between the independent and dependent variables to determine which attributes
contributed most to consumers’ overall brand attitude. I cover multiple regression
analysis in the appendix, but you should plan on enlisting the help of a statistician to
assist you with running a multiple regression analysis.
WRITING E F F EC TIV E
CUS TOM E R
ATTIT U D E
QU E ST IONS
LOOK FOR EXISTING
QUESTIONNAIRES
While you have to create your own questions that are
specific to your product, look for questions that exist in
published literature. Many existing questionnaires have
gone through a process of standardization.
DON’T OBSESS OVER SCALE STEPS
Just pick a scale and stick with it. What
matters, what makes a measure meaningful, is
comparing the same responses to other products
AVOID DOUBLE-BARREL QUESTIONS
When writing questions, avoid using two concepts in
one question (for example, “How satisfied are you with
the price and quality of the product?”) Is the customer
rating quality or price? While the two concepts may illicit
the same response, separate them into two questions.
BE CONCRETE AND SPECIFIC
While general satisfaction is high level, more specific
attribute satisfaction requires clearly stating what you
want customers to rate. Be sure customers know what
STAY POSITIVE.
Phrase questions as positives rather than negatives.
Participants often make mistakes when responding (usually
in a hurry) and forget to reverse score the question. For
example, here is an example of a positively worded item:

• This website was easy to use.

And a negatively worded item:
• It was difficult to find what I needed on this website..