Developing a conceptual model for the internal data source to measure customer satisfaction

Abstract

Traditional CSM approach is performed at certain frequencies. The gap between such events can be termed as a ‘blind period’, because customer satisfaction is left unobserved and unmanaged. The blind period may sometimes accelerate the growth of customer dissatisfaction. One way to eliminate the impact of the blind period is to reduce the gap between CSM events. The initial assessment indicates that conducting CSM more frequently, may weaken the accuracy of measurement, and increase the cost of the programme. The authors believe that the reason behind these limitations is the use of the external data source, collecting data directly from customer, therefore suggests using the internal data source, as an alternative to measure customer satisfaction. The purpose of this paper is to develop a conceptual model for the internal data source to measure customer satisfaction. To achieve this objective, a conceptual model need to be developed based on three determined steps: define the formation of customer satisfaction value, identify the CSM factors and dimensions, and mirror the CSM instruments to identify the internal performance values. The paper indicates that internal data source could provide researchers with an alternative data source to measure customer satisfaction with minimum limitations on frequency of implementation, accuracy and cost.