• Cláudia Maria de Oliveira Matsukuma USP
  • José Mauro da Costa Hernandez UNINOVE


Scales and analytical methods Abstract This study compares the use of three types of scaling methods (semantic differential, rank-order, and constant sum) and three types of data analysis methods (simple attribution of satisfaction, gap analysis, importance- satisfaction model, and multiplicative approach) for the measurement of services and products attributes satisfaction. The objective of the study is to discuss the use of different scales and data analysis tools by comparing the results provided by each of them. To test the hypotheses, data was gathered using an electronic, structured questionnaire and the snowball sampling method. The findings reveal that both scales and data analysis methods provided significantly different results. The conclusion is that scales and data analysis methods can influence the conclusions to be drawn from the same data set.

Key-words: Consumer satisfaction. Client service. Marketing research.
Nov 11, 2007
How to Cite
MATSUKUMA, Cláudia Maria de Oliveira; HERNANDEZ, José Mauro da Costa. CLIENT SATISFACTION RESEARCH. Revista de Negócios, [S.l.], v. 12, n. 2, p. 85-102, nov. 2007. ISSN 1980-4431. Available at: <>. Date accessed: 18 oct. 2021. doi:


Satisfação do Consumidor; Serviço ao cliente; Pesquisa de marketing