Accuracy in measuring customer satisfaction

The study reports an analysis of the accuracy of three selected methods - point direct scoring (PDS), ranking (RK) and multi-choice (MCh) - in processing the results of large-scale surveys. The reference value for assessing their accuracy was the degree of overall satisfaction. We adopted a structured approach: first a reference value was selected against which to assess accuracy. The next step was determination of the methods for calculating the comparison value. After the calculation was made, the values calculated using each method were compared to the reference value and the resulting data were used to determine the accuracy of the given method. The RK method had a statistically significant advantage over the PDS and MCh methods in the accuracy of its relationship to the reference value. It was calculated that the RK method was on average 7.8% more accurate than the PDS and MCh methods.