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Comparison and modification of customer satisfaction indexes

Customer satisfaction can present customer demand orientations and serve as an indicator of competitive advantage. However, it has been discovered that there are a total of eight satisfaction indexes available. Although each of them is valuable for application, decision-makers are still unable to select an appropriate index to improve specific quality attributes of certain products. Therefore, this study aims to develop a modification index to rectify the meaning of satisfaction measurement and enhance accuracy. The results show that the improvement priorities derived with the proposed index can not only satisfy various theories proposed by previous researchers but also present better reliability compared with the eight extant indexes. In practical applications, the proposed decision diagram can demonstrate the improvement priority of each item and also assist decision-makers in the choice of improvement directions. Overall, compared with the extant eight indexes, the proposed new index has a higher application value.