Interesting Results
Geographical Differences in Customer Satisfaction
A recently published study examined geographic differences in customer satisfaction. Using customer satisfaction data from surveys of 164,085 car buyers, the authors found that average customer satisfaction levels differed geographically. Perhaps even more interestingly, they also found that the factors that contribute to satisfaction also varied geographically. The relative importance of dealership service and vehicle quality were found to differ by location, and the authors suggest that managers can use information about existing satisfaction levels in their location combined with data about the relative importance of drivers of satisfaction in their location to help target their improvement efforts.