Corresponding author:
John Dawes, Ehrenberg-Bass Institute, 70 North Terrace, Adelaide, SA 5001, Australia. Email: John.Dawes@marketingscience.info
Introduction
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 are important and that all endeavors should be made to accommodate them.
Given that customer satisfaction monitoring is so widespread, the survey questions used should exhibit two key facets: validity and reliability. Validity is about whether something is measuring what is intended, while reliability is...