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Rating Scales for customer satisfaction

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  • January 2, 2007 at 10:18 pm #45676

    chhabra
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    Hi all,
    As we have been measuring customer satisfaction levels through various forms of questionnaires, interviews & feedback forms, I would like draw your attention to the most suited & desirable rating scales for service industry. Which rating scale is most suited for customer satisfaction computing, scale of 1-5 where, 1-Very Dissatisfied, 2-Dissatisfied, 3-Good, 4-Very Good & 5-Excellent or scale of 1-10, where 8,9,10 leads to higher levels of satisfaction &1-3 leads to very dissatisfied levels?
     
     

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    January 2, 2007 at 10:57 pm #149829

    qualitycolorado
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    Amit,
    I am not sure that there is a universally-accepted answer to your question.  The issue of using a 1-to-5 scale vs. 1-to-10 scale has been around a long time (with a 1-to-7 scale thrown into the debate, also).
     
    Perhaps going back to Dr. Deming’s advice is best.  To paraphrase Dr. Deming:  “What is your aim”?  In other words, what are you trying to achieve with the customer survey.  Answering that question may help you clarify which scale would be best to use.
     
    By the way, on the 1-to-5 scale, it is not customary to have “3” be “good” — usually, “3” is “neutral” or “undecided” or “neither satisfied nor dissatisfied”.  Otherwise, you will have an unbalanced scale (biased towards positive responses):
     
    https://www.isixsigma.com/dictionary/Likert_Scale-588.htm
     
     
     
    Best regards,
    QualityColorado
     

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    January 2, 2007 at 11:25 pm #149830

    Adam L Bowden
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    Amit – Also – look at the following … https://www.isixsigma.com/dictionary/Likert_Scale-588.htm
    as this is one of the most common scales used.
    Regards,
    Adam

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