Author: Fornell
Year: 1992
Title: A National Customer Satisfaction Barometer: The Swedish Experience
Journal of Marketing Vol 56, page:6-21.
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ABSTRACT (Document Summary)
Sweden has become the first country to establish a national economic indicator reflecting customer satisfaction. The Customer Satisfaction Barometer (CSB) is an index based on annual survey data from customers of more than 100 leading companies in over 30 industries. The CSB measures quality of output (as experienced by the buyer). The CSB was examined in its first 3 years of application. Overall, CSB scores were significantly higher in industries where heterogeneity-homogeneity in demand is matched by supply. Staple foods and automobiles scored at the top of the CSB. Services scored lower than products, both among monopolies and among competing firms. Changes from 1989 to 1990 were mainly negative, with more industries showing a decline than an improvement in CSB. That pattern was reversed for 1991, suggesting that the prospects for more repeat business, with a resulting improved economic performance, are somewhat better for Swedish companies now than they were a year ago.
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