Customer Satisfaction

For Cerkio Ltd. to customer satisfaction is inseparable from the concept of quality of the product / service.

This quality is further defined in terms of perceived quality. One of the contributions to this day still used in the measurement of customer satisfaction, focused on the survey of the perceived quality of the product through a comparison:


  • expectations with the customer approaches the type of product / service.
  • perceptions of the product / service that occurred after the consumption / usage.


The satisfaction is understood as a psychological state resulting from a gap between the evaluation of the experience of consumption and consumer expectations about this experience.

Five are the areas that characterize the customer satisfaction:

  1. Tangible aspects, intended as a judgment on the quality of components perceived aesthetic and functional aspects that make up the service, whether they are related to physical facilities, equipment, personnel, communication tools.
  2. Reliability, judgment about the ability of the applicant to pay the service operates in a reliable and accurate. This area is made up of items that investigate the accuracy in the formal and substantial in opera performance.
  3. Responsiveness, which is investigated on user judgment on the ability of the company to provide a helper function that facilitates the relationship between operators and users.
  4. Capacity assurance, which investigates the capacity of staff to build confidence in performing customer transactions, creating an environment oriented to acceptance of their needs.
  5. Empathy, the ability of the company, and the interface interacts with the consumer to provide a personalized service capable of meeting the real needs of each customer, in its specificity and individuality.

Designing a measure of customer satisfaction

The focal point of the measurement, ie comparison between perceptions and expectations, is made up of these phases:

  1. Measuring the perception of the consumer in terms of attitude towards the object / service to the center of the investigation. An example would be: "the systems of this spa are well cared for."
  2. Measure the expectations in relation to the same object. An example of an item that assesses the expectations of an office in line with the previous example could be: the facilities of the wellness centers should be treated)
  3. Compare the values of perception with the values expected.

If the result of this comparison is negative, the object / service has satisfied customers who have benefited. Otherwise, if the value of perception is greater than expected, this ratio is an indicator of the degree of consumer satisfaction. In the design of rating scales in customer satisfaction, attention must be paid to the stage of creation of the items that make up the stairs on the expectations and perceptions. The bottom should be a perfect match between expectations of the type of product / service and perceptions towards the specific product / service to be an indicator of full compliance against the type in general. The drafting of the items may take into account this feature of the paradigm of the discrepancy through a few pointers:

  1. Insert each element is the product / service in a manner consistent with both perceptions (eg the spa xxx has a structure aesthetically appealing) and expectations (eg, health centers should have facilities aesthetically appealing).
  2. Building the balancing item in the perception equidistant from the expectation. In more detail, it is important to use the same connotations in both qualitative perceptions in expectations. If, for example perceptions that make up the item (on a clothing store) "the aesthetics of this store is very accurate," it is necessary that the expectation matches the item: "It is important that the aesthetics of the shops clothing is very accurate.
  3. Building an acceptable number of items for each area that makes up the model Servqual (tangible aspects, Reliability, Responsiveness, capacity assurance, empathy) Doing covering all the key components of the product / service.