PMKT – Revista Brasileira de Pesquisas de Marketing, Opinião e Mídia
ISSN: 1983-9456 (Impressa)
ISSN: 2317-0123 (On-line)
Editor: Fauze Najib Mattar
Sistema de avaliação: Triple Blind Review
Idiomas: Português e Inglês
Publicação: ABEP – Associação Brasileira de Empresas de Pesquisa
Research Methods for Customer Satisfaction: a Bibliometric Study
Métodos de Pesquisa de Satisfação de Clientes: um Estudo Bibliométrico
Submission: Apr./12/2014 - Approval: Oct./12/2014
Janaína Aparecida Pavani Albanez
Graduation in Business Administrator from Universidade Estadual Paulista (UNESP). Small
Business Management.
E-mail: [email protected]
Professional address: Rua Marques de Pombal, nº 2160 – Campos Elíseos, Ribeirão Preto/SP –
Brasil.
Sheila Farias Alves Garcia
Doctorate in Business Administration from Faculdade de Administração, Economia e Contabilidade
da Universidade de São Paulo (FEA-USP). Master Degree in Business Administration from
Universidade Presbiteriana Mackenzie. Graduation in Social Comunication from Escola Superior de
Propaganda e Marketing (ESPM-SP). Professor at Universidade Estadual Paulista (UNESP). More
than twenty-five years of experience in the corporate world. She worked as executive or consulting
member of relevant management teams in the following organizations: Ibope, A. C. Nielsen,
FUNDACE/FEA/USP, FAAP, Jornal Folha de S. Paulo, Unilever, Bombril, Sadia, Nestlé, Warner
Lambert, Quaker, Colgate-Palmolive, 3M e Perdigão.
E-mail: [email protected]
Lesley Carina do Lago Attadia Galli
Doctorate in Business Administration from Faculdade de Administração, Economia e Contabilidade
da Universidade de São Paulo (FEA-USP). Master Degree in Production Engineering from the
Universidade Federal de São Carlos (UFSCar). Graduation in Business Administration from
Faculdade de Administração, Economia e Contabilidade da Universidade de São Paulo (FEA-RPUSP). Professor at Universidade Estadual Paulista (UNESP). Researches's areas: Strategic
Management, Organizational Management, Strategic Management e Consumer Behavior.
E-mail: [email protected]
Research Methods for Customer Satisfaction: a Bibliometric Study
Janaína Aparecida Pavani Albanez/ Sheila Farias Alves Garcia/ Lesley Carina do Lago Attadia Galli
ABSTRACT
This work had as its central theme the research methods of customer satisfaction. The motivation
for choosing this theme was the growing importance of the subject, which has dominated the
practice of business management in recent years. In this environment, customer satisfaction has
been recognized unanimously as one of the main goals of the organizations. It´s important to
investigate how the subject has been explored in academy. In order to produce an overview of
recent scientific output on satisfaction survey, carried out a descriptive and quantitative research,
which was built bibliometric indicators capable of representing the scientific research on models of
consumer satisfaction, developed in Brazil and published by Brazilian Academy of Management ANPAD. The observation period was from 2007 to 2012. It was analyzed 38 articles published in
the period. The results suggest that despite the great importance of the subject in the practice of
management, the same interest has not been observed in major scientific events held in Brazil, in
the period studied.
KEYWORDS:
Research customer satisfaction, loyalty, perceived quality.
RESUMO
Este artigo teve como tema central, os métodos de pesquisa de satisfação de clientes. A motivação
para a escolha deste tema foi a crescente relevância do assunto que vem dominando a prática da
gestão empresarial nos últimos anos. Nesse ambiente, a satisfação do consumidor tem sido
reconhecida, com unanimidade, como um dos principais objetivos das organizações. Isso leva a
investigar como o assunto está sendo explorado na academia. Com o objetivo de produzir um
panorama da produção científica recente sobre pesquisa de satisfação, realizou-se uma pesquisa
descritiva, de natureza quantitativa, que resultou na construção de indicadores bibliométricos
capazes de representar a produção científica sobre os modelos de pesquisa de satisfação do
consumidor, desenvolvidos na academia brasileira. Definiu-se como universo, os diversos eventos
produzidos pela Associação Nacional de Pós-Graduação e Pesquisa em Administração – ANPAD,
em função de sua importância e representatividade na promoção do conhecimento no campo das
ciências administrativas, contábeis e afins no Brasil. O período investigado foi de 2007 a 2012.
Foram analisados 38 artigos publicados no período. Os resultados sugeriram que, apesar da grande
importância do tema na prática da gestão, o mesmo interesse não tem sido observado nos principais
eventos científicos realizados no Brasil, no período estudado.
PALAVRAS-CHAVE:
Pesquisa de satisfação de cliente, lealdade, qualidade percebida.
PMKT – Revista Brasileira de Pesquisas de Marketing, Opinião e Mídia (ISSN 1983-9456 Impressa e ISSN 2317-0123 On-line), São Paulo, Brasil,
V. 16, p. 1-27, abril, 2015 - www.revistapmkt.com.br
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Research Methods for Customer Satisfaction: a Bibliometric Study
Janaína Aparecida Pavani Albanez/ Sheila Farias Alves Garcia/ Lesley Carina do Lago Attadia Galli
1
INTRODUCTION
The customer satisfaction research is the central theme of this article. The choice of this theme was
motivated by the importance of the subject that has been dominating the practice of business
management in recent years. In this context, customer satisfaction has become the main strategy for
companies interested in obtain competitive advantage.
In recent years, the consumer satisfaction research have been increasingly emphasized by marketing
professionals, because the customer satisfaction could influence buying decisions and retaining
large part of consumers, generating profit for the company (LOVELOCK; WRIGHT, 2001;
MARCHETTI; PRADO, 2004).
In the marketing context, a strategy to be successful it needs to establish lasting and effective
relationships with external or internal clients, suppliers or distributors, shareholders and/or society
in General. Relationships, according to Gordon (1998), are the only real assets of the company,
because they provide long-term yields and low risk (MAGALHÃES et al., 2009).
The study of consumer satisfaction has been recognized by marketing professionals as one of the
main objectives of the organizations. There is an awareness that the monitoring tends to offer
valuable information to allow for the development of marketing strategies which, in turn, promise to
increase of long-term relationships (HEPP, 2008). According to the author, on the importance of the
study of satisfaction, it becomes obvious the importance of the study of factors that can influence it.
The importance of the topic in the business community is clear. We are interested in how the
subject is being exploited at the Academy. It's important to know the Academy's interest in the
subject and the panorama of recent scientific production on satisfaction survey.
The events held by the National Association of Post-Graduate and Research of Business
Administration - ANPAD - was defined to be the study object, because of its importance and
representativeness in the promotion of teaching, research and production of knowledge within the
field of Administrative Sciences in Brazil. The Association performs the main scientific events of
the administration area in Brazil
.
Among the various events held by ANPAD, one of the most traditional is EnANPAD, that is split
into 11 academic divisions according to the topics of interest to members and aim to stimulate the
scientific production in certain lines of research.
The Marketing Division (EMA) consolidates marketing studies. The Meeting of Strategy Studies
(3Es) aims assist in the development of the area of study in strategy. The ENEO represents the
consolidation, the advance and the fecundity of the studies in organizations. The Technological
Innovation Management Symposium opens opportunities for academics in that area to disclose and
discuss articles more specifically. The ENAPG focuses on the administration of public
organizations. The overall objective of the ENGPR is to foster the development of the area of study
in personnel management and labor relations. The ENADI aims to assist in the development of the
general field of study in Management Information Systems. The overall objective of the ENEPQ is
to encourage the development of the area of study in teaching and research in business
administration and accounting.
PMKT – Revista Brasileira de Pesquisas de Marketing, Opinião e Mídia (ISSN 1983-9456 Impressa e ISSN 2317-0123 On-line), São Paulo, Brasil,
V. 16, p. 1-27, abril, 2015 - www.revistapmkt.com.br
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Research Methods for Customer Satisfaction: a Bibliometric Study
Janaína Aparecida Pavani Albanez/ Sheila Farias Alves Garcia/ Lesley Carina do Lago Attadia Galli
For this study, it was used the period of 2007-2012 of publications on the subject, in order to
analyze the material published recently. The information has been obtained on the portal ANPAD
(2012). In the Methodology section, the criteria used for the selection of scientific articles will be
detailed. The research problem was defined like: what is the panorama of scientific production
published in the annals of the events promoted by ANPAD, in the period 2007-2012, about the
models of consumer satisfaction survey?
Thus, the overall objective of this article was to produce bibliometric indicators able to represent the
scientific production about models of consumer satisfaction research developed in Brazilian
Academy and published over the period 2007-2012, in the annals of the events promoted by
ANPAD.
In order to understand clearly the concepts studied, it was conducted a literature research for the
topics: satisfaction, loyalty and customer retention. The results were used for the correct definition
of terms for searching in the database of the events produced by ANPAD. All articles containing the
words defined in the title, the keywords or subject, were selected. After the analysis of the selected
articles, scientific output indicators were prepared, during the period in question, from the
perspective of the bibliometric studies.
2
JUSTIFICATION
Today the relevance of the customer satisfaction research is undoubted. The loyalty of customers is
today one of the most important assets of enterprises. But this was not always like that. During most
of the 20TH century, the satisfaction of customers was not a priority for organizations. Companies
were not interested in know if the clients had returned often or had complained of any
product/service after purchase. What consumers would do after purchase it would be irrelevant. Just
in the end of the Decade of 1980, the companies started to be concerned with the study of the
loyalty of their customers, prioritizing the measurement of consumer satisfaction indices as a
prerequisite to fidelize them (ROMÁN, 2007).
Due to fierce competition in the current markets and more critical consumer, the research on the
points that lead to loyalty have become essential, whether in academy, whether in the business
world. We can say today that, maintain and retain profitable customers in organizations is a priority
with regard to attracting new customers, mainly by the costs involved in their uptake (ENGEL;
BLACKWELL; MINIARD, 2000).
Rossi and Slongo (1998) said that the current information on the levels of customer satisfaction, are
one of the top priorities of management in companies committed to the quality of its products and
services and, therefore, on the results achieved by your customers. It is important to analyze the role
that the Academy takes in relation to the development of this area and the production of new
knowledge.
PMKT – Revista Brasileira de Pesquisas de Marketing, Opinião e Mídia (ISSN 1983-9456 Impressa e ISSN 2317-0123 On-line), São Paulo, Brasil,
V. 16, p. 1-27, abril, 2015 - www.revistapmkt.com.br
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Research Methods for Customer Satisfaction: a Bibliometric Study
Janaína Aparecida Pavani Albanez/ Sheila Farias Alves Garcia/ Lesley Carina do Lago Attadia Galli
3
THEORETICAL FRAMEWORK
3.1 CONSUMER SATISFACTION
This issue began to be more detailed and researched in early 1980, being constituted to date with
different definitions that together make up the meaning of customer satisfaction (OLIVER, 1980;
LARÁN DISTRICT; ESPINOZA, 2004). One of these definitions is characterized as the consumer
response to an overall comparative analysis between expectations and performance of a
product/service after its consumption, i.e. an assessment carried out by the consumer on the
difference between your expectation prior to purchase and the result of the experience with the
product/service. Satisfaction and dissatisfaction were analyzed by Oliver (1993) and represented as
causal agents of positive and negative feelings in relation to the Organization and their
products/services.
The consumer creates expectations before they consume and, subsequently, observes the
performance of this product to your feeling, represented by thoughts that form particular pattern,
placed as a reference so that you can exercise the right of judgment, which may be positive or
negative, that generates satisfaction or dissatisfaction, respectively (LARÁN; ESPINOZA, 2004).
Oliver (1997) stated that there is an direct relationship between customer satisfaction and
profitability of companies. There is evidence that satisfaction is one of the factors, alongside the
financial and accounting factors capable of affecting the result of companies. This relationship
manifests itself in a sequence of four phases, as shown in Figure 1 (SPARTEL; SAMPAIO; PERIN,
2008).
Quality
Satisfaction
Loyalty
Profitability
Source: ESPARTEL, L. B.; SAMPAIO, C. H; PERIN, M. G. Avaliação do impacto da satisfação de clientes e da
intenção de recompra no market share. Um estudo em uma empresa fabricante de implementos agrícolas. In:
ENCONTRO NACIONAL DA ASSOCIAÇÃO NACIONAL DOS PROGRAMAS DE PÓS-GRADUAÇÃO EM
ADMINISTRAÇÃO. Anais... São Paulo: ANPAD, 2008:5.
FIGURE 1
Stages of profitability.
It is observed that the quality would lead to customer satisfaction, which in turn would be the way
to loyalty, culminating in higher profitability. There is no guarantee of satisfaction in this sequence,
but shows consistent. For example, the satisfaction is frequently used to evaluate the quality of
national and international companies. It is also cited as one of the antecedents of customer loyalty
(OLIVER, 1997; 1999; OLIVER; RUST; VARKI, 1997).
The customer satisfaction result from the practice of purchase is characterized by Kotler (2000) as a
dependent of the offer in relation to their expectations, which leads to a narrower concept, based on
the feeling of pleasure or disappointment from the comparison of the perceived outcome of a given
product to buyer's expectations: If performance does not meet expectations, the customer will be
dissatisfied.
PMKT – Revista Brasileira de Pesquisas de Marketing, Opinião e Mídia (ISSN 1983-9456 Impressa e ISSN 2317-0123 On-line), São Paulo, Brasil,
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Research Methods for Customer Satisfaction: a Bibliometric Study
Janaína Aparecida Pavani Albanez/ Sheila Farias Alves Garcia/ Lesley Carina do Lago Attadia Galli
If performance achieves the expectations, the customer will be pleased. If performance is beyond
expectations, the customer will be highly pleased or delighted. (KOTLER, 2000: 58).
The degree of customer satisfaction can be measured by the ratio between his expectation before
enjoy certain product/service and the awareness created from experience with the consumption.
Consumers whose expectations have not been met, will be possibly unsatisfied customers, while
those whose expectations have been overcome and even exceeded are classified as satisfied and
super satisfied, respectively (CORRÊA; CANON, 2008). According to the authors, the operations
manager of services of a particular undertaking meets two main variables to manage the degree of
customer satisfaction. The first corresponds to the expectation of the client; the second refers to his
perception in relation of the service received.
Another concept related to this theme comes from research conducted by Hoffman et al. (2010), in
which this feeling can be represented by means of comparisons of client's expectations with their
perception regarding the moment of service, based on expectation break models. The satisfaction
can also be characterized with meet the expressed or implied consumer needs, by a set of the
services characteristics or attributes (TONTINI; SAMIR, 2008).
According to Blackwell, Miniard and Engel (2011), the reason more incisive for companies
worrying about consumer satisfaction is related to the future decision factor of the customer based
on the prior acquisition of goods or services from the same company. Post-purchase assessments are
extremely important in maintaining customer loyalty and, the ones that have not had their
expectations met, hardly will hold new acquisition at the same company.
3.2 CUSTOMER SATISFACTION INDICES
With the satisfaction research, businesses generate an internal indicator corresponding to the client
satisfaction index-ISC, which is the combination of measurements of satisfaction and quality
collected by the company. The output generated by indicators must be used by the companies in an
effective way, turning into action, considering deadlines, indicating specifications and with
credibility (ZEITHAML, 2003).
The American Customer Satisfaction Index - ACSI is a performance measure, produced in the
North American market, with national economies and economic sectors, businesses and industries,
based on three foundations: perceived performance, perceived value and customer expectation
(FORNELL et al., 1996). The ACSI measures customer satisfaction and its increase points to the
reduction of complaints and increased customer loyalty. The authors have proposed and have
applied the model of customer satisfaction index American - ISCN, illustrated in Figure 2, which
offers a uniform measurement and comparative base for overall customer satisfaction and points of
relations with its major antecedents and consequents.
PMKT – Revista Brasileira de Pesquisas de Marketing, Opinião e Mídia (ISSN 1983-9456 Impressa e ISSN 2317-0123 On-line), São Paulo, Brasil,
V. 16, p. 1-27, abril, 2015 - www.revistapmkt.com.br
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Research Methods for Customer Satisfaction: a Bibliometric Study
Janaína Aparecida Pavani Albanez/ Sheila Farias Alves Garcia/ Lesley Carina do Lago Attadia Galli
Source: FORNELL, C. et al. The American Customer Satisfaction Index: Nature, Purpose, and Findings. Journal of
Marketing, v. 60, n. 4, out.-dez., 1996:7-18.
FIGURE 2
Model of customer satisfaction index of North American.
Contained in the ACSI model is the recognition that the general customer satisfaction cannot be
measured directly because it is a latent variable that requires some indicators to her measurement.
This variable is the immediate result of the operationalization of the ACSI model, which would be
enough to compare suppliers, organizations, Nations, sectors and branches of activity.
The general customer satisfaction is linked to their antecedents as expectations, perceived quality
and perceived value; and consequences life complaints and loyalty (URDAN; RODRIGUES, 1999).
The model presents the customer loyalty as an indicator of profitability, what increase the interest in
the model (REICHHELD; SASSER, 1990).
In the American Customer Satisfaction Index-ACSI, the perceived quality is among the
determinants of overall satisfaction of the client, thus, it is assumed that the perceived quality has
direct and positive effect on overall satisfaction. The operationalization of the perceived quality
involves two basic components: (1) customization, as the degree to which the supplier's offer is
suitable for heterogeneous needs of clients; (2) reliability, as the degree to which it can rely on the
supplier's offer, free of faults and shortcomings.
Another determinant of overall satisfaction is the perceived value, which is the perceived level of
product quality in relation to price paid. The price factor is incorporated in the perceived value,
which enhances the comparability of results between suppliers, branches of activities and sectors. It
looks like to have a positive association between perceived value and overall satisfaction.
Expectations make up the final determinant of overall customer satisfaction and expresses both the
prior experience of customer consumption with the offer of the supplier (including experiential
information sources such as advertising and word-of-mouth communication), as a prediction of the
supplier's ability to deliver quality in the future.
PMKT – Revista Brasileira de Pesquisas de Marketing, Opinião e Mídia (ISSN 1983-9456 Impressa e ISSN 2317-0123 On-line), São Paulo, Brasil,
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Research Methods for Customer Satisfaction: a Bibliometric Study
Janaína Aparecida Pavani Albanez/ Sheila Farias Alves Garcia/ Lesley Carina do Lago Attadia Galli
The expectations have positive effect on overall satisfaction, because of their predictive capability
of future quality. In addition, the expectations are positively related to perceived quality and the
perceived value, because the knowledge of the client interferes in his expectations like a mirror the
quality chain. Being customer expectations largely rational should reflect his ability to learn from
experience and to predict the levels of quality and value that will receive (HOWARD, 1977).
3.3 LOYALTY
In competitive markets where ease of replacing suppliers, products and services are great, the
efforts of companies in an attempt to keep long-term relationships are growing, and yet they are not
always sufficient.
Understanding the various aspects that involve loyalty becomes a key point to promote the retention
of customers. Hence the need of creation of products and services arises. And products and services
created have to meet the needs and the aspirations of value, desired by customers. About creating
value for the customer, Engel, Blackwell and Miniard (2000) argue that the consumers' values, i.e.
their beliefs about life and the acceptable behavior, can explain the reason why consumers vary in
their decision-making.
The lasting mark of personal and social values is part of the personality structure and it is applied in
situations of purchase and in the choices of products, brands and market segmentation. Personal
values influence the choices that individuals make of their social values or value systems which
they are exposed (SILVA et al., 2011).
Currently, marketing and strategy professionals of large organizations have increasingly been
concerned with understanding the loyalty of consumers. Consumer loyalty is directly linked to your
behavioral intention, in respect of a product/company (MARIN; PAJARES, 2009).
Blackwell, Miniard, Engel (2005), argue that the loyalty based on gradual satisfaction is still one of
the greatest assets of the organizations. For Oliver (1999: 34), loyalty is:
A deep commitment to buy or use a product/service consistently in the future, causing therefore repeated
purchases of the same brand or set of brands, even if there are situational influences and marketing efforts
capable of causing change behavior.
Oliver (1999, p. 35) suggested that the true loyalty is formed by attitudinal phases, which represent
increasing levels of consumer engagement and commitment with the brand: cognitive (belief),
affective (appreciation), conative (purchase intent) and action (act of purchase).
Loyalty based on satisfaction is an immeasurable asset to large organizations, so the loss of
customers is more prejudicial that obtaining new ones. Actions for consumer retention have lower
cost than the search for new (MARIN; PAJARES, 2009). However, companies face problems with
fickle consumers front of promotions and differentiated services that competitors use to capture new
customers.
The decline of client fidelity can be caused because the consumers feel entitled to try new options,
i.e. consumers not feel effectively rewarded (BLACKWELL; MINIARD; ENGEL, 2005; MARIN;
PMKT – Revista Brasileira de Pesquisas de Marketing, Opinião e Mídia (ISSN 1983-9456 Impressa e ISSN 2317-0123 On-line), São Paulo, Brasil,
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Research Methods for Customer Satisfaction: a Bibliometric Study
Janaína Aparecida Pavani Albanez/ Sheila Farias Alves Garcia/ Lesley Carina do Lago Attadia Galli
PAJARES, 2009). To solve these problems of desertion, companies have invested a lot in customer
loyalty actions.
Marketing professionals are starting to look at the changes in these transaction standards as a basis
for identifying possible deserters and put into practice the promotions and other incentives
exclusively for this audience.
The total satisfaction is the best way to gain customer loyalty, which carries a superior long-term
performance (JONES; SASSER, 1995; REICHHELD, 1996). Thus, the higher the satisfaction, the
higher will be his loyalty and lower will be his price elasticity, decreasing transaction costs and
increasing the company's reputation on the market, translating into positive financial results for the
Organization (FORNELL et al., 1996).
About the process of consumer decision related to intention or repurchase behavior, it can be stated
that the attitudinal and behavioral components are not always considered with the same intensity.
The combination of these factors leads to four situations like presented in Figure 3.
Fonte: Adapted from DICK, A. S.; BASU, K. Customer Loyalty: Toward an Integrated Conceptual framework, Journal
of the Academy of Marketing Science, v. 22, n. 2, 1994:82.
FIGURE 3
Types of loyalty.
In true loyalty, the repurchase is consistent and favorable. In this way the repurchase behavior is
considered the attitudinal antecedent that leads to the consumer involvement.
In fake loyalty, the purchase client (strong behavior), but has weak attitude (no preferences). Means
that other factors influence his purchase, for example, lower price, special service. These customers
that fall into the false loyalty are predisposed to change supplier in search of better opportunities,
for example: price, brand, convenience.
In the latent loyalty level, the client has strong attitude, but demonstrates a low level of repurchases,
possibly due to price or the convenience of purchase. Already the clients who do not present one
loyalty behavior are individuals who demonstrate low attitude and low behavior (buying is not
regular) (LARÁN DISTRICT; ESPINOZA, 2004).
PMKT – Revista Brasileira de Pesquisas de Marketing, Opinião e Mídia (ISSN 1983-9456 Impressa e ISSN 2317-0123 On-line), São Paulo, Brasil,
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Research Methods for Customer Satisfaction: a Bibliometric Study
Janaína Aparecida Pavani Albanez/ Sheila Farias Alves Garcia/ Lesley Carina do Lago Attadia Galli
Loyalty can be positively influenced by consumer confidence because it offers guarantees in
relation to the company, its performance, ensuring future negotiations with the same supplier. The
trust assists in the continuity of the relationship and creates feelings of loyalty, reducing the risk in
trading. The higher the consumer confidence, greater will be expectations of doing future business
in a long-term relationship (SAINTS; FERNANDES, 2007).
4
METHODOLOGY
4.1 METHODS OF APPROACH
This work analyzed the Brazilian academic publication about the models of consumer satisfaction
survey by means of bibliographical research.
This study is characterized as descriptive and quantitative research with technical procedures
categorized as bibliographical research and bibliometric. A bibliographic survey preliminary was
done to deepen knowledge of the theories studied (GIL, 2002).
According to Fonseca (1986) the Bibliometrics is a quantitative and statistical technique of
measuring indexes of production and dissemination of scientific knowledge. It emerged at the
beginning of the century as a answer of the necessity of study and evaluation of the activities of
scientific production and communication.
The goal of Bibliometrics is to offer an idea of the State of the Art and the evolution of science,
technology and knowledge (Hayashi, 2007). In this sense, it is more than a list of references of
papers used by providing a framework of research themes that excite the researchers and give idea
of the content and structure of the research, in addition to the possible gaps.
Quantitative analysis brings the use of quantification both in data collection and in the treatment of
them by means of statistical techniques, from the most simple as percentages and averages, to the
most complex (Richardson, 2004). That was the approach done to this research.
4.2 SEARCH PROCEDURES
For this study, were analyzed the articles published in the annals of events organized by ANPAD.
The choice of the ANPAD occurred due to its representativeness in relation to scientific events and
articles published in Brazil.
The scientific articles on the subject were selected in the ANPAD site, on the basis of the following
criteria:
 Search by title, keyword, or subject, of the following terms: satisfaction, loyalty, consumer
behavior, customer loyalty, customer retention, satisfaction index and satisfaction research.
 Selection of articles published in the analyzed period (2007-2012).
 Analysis and categorization of articles selected.
In the search were found 48 articles. Subsequently, each article selected was evaluated to confirm
the central focus on satisfaction survey. At this stage, ten articles were discarded by they don't treat
PMKT – Revista Brasileira de Pesquisas de Marketing, Opinião e Mídia (ISSN 1983-9456 Impressa e ISSN 2317-0123 On-line), São Paulo, Brasil,
V. 16, p. 1-27, abril, 2015 - www.revistapmkt.com.br
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Research Methods for Customer Satisfaction: a Bibliometric Study
Janaína Aparecida Pavani Albanez/ Sheila Farias Alves Garcia/ Lesley Carina do Lago Attadia Galli
the research topic, resulting 38 articles to be reviewed. For the 38 remaining articles, was drafted a
form adapted from Barker and Macera (2001), whose variables analyzed are listed at Chart 1.
CHART 1
Search variables and indicators.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
5
INDICATOR
1. Event
2. Year of publication
3. Amount of authors
4. Study kind
5. Search approach
6. Data collection
7. Research nature
8. Research methodology
9. Data collection instrument
10. Study method
11. Data collect method
12. Central themes of the articles
analyzed
VARIABLES
ENANPAD; EMA; 3 Es; Symposium; RAC-E
2007-2012
1-5 ou mais
Empirical; Theoretical
Qualitative; Quantitative
Primary; Secondary; Primary-Secondary
Exploratory-Descriptive; Exploratory; Descriptive;
Explanatory/experimental/mental Causal; Descriptive-Explanatory
Survey; Case study; Bibliometric/Meta-analysis; Literature review
Questionnaire/Structured; Script/Semistructured
Longitudinal; Transverse
On-line; Mail and telephone; Phone; Interview (Personal)
Satisfaction, loyalty and retention, and customers; Consumer behavior;
Relationship Marketing; Purchase/consumption environments; Emotions;
Communication and advertising; E-commerce
PRESENTATION AND ANALYSIS OF RESULTS
In this section the results obtained through the survey conducted on 38 selected articles, in
periodicals ANPAD, for the period 2007-2012, will be presented.
The Graph 1 shows that most articles on the topic was published in the EnANPAD (23 articles),
followed by the EMA, which is a specific event of marketing (11 articles).
25
20
15
61%
10
29%
5
5%
3%
3%
0
EnANPAD
EMA
SIMPÓSIO
3Es
RAC-e
GRAPH 1
Percentage of articles published per event.
PMKT – Revista Brasileira de Pesquisas de Marketing, Opinião e Mídia (ISSN 1983-9456 Impressa e ISSN 2317-0123 On-line), São Paulo, Brasil,
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Research Methods for Customer Satisfaction: a Bibliometric Study
Janaína Aparecida Pavani Albanez/ Sheila Farias Alves Garcia/ Lesley Carina do Lago Attadia Galli
The big difference in the number of articles published in the ENANPAD and EMA, can be
explained by the fact that the first is held annually and the second is held every two years, thereby
reducing the number of publications in the period analyzed.
The analysis of the last six years showed that, from 2008, the interest in the topic has decreased.
The year 2008 presented the production peak of 11 articles published and the year 2012 finished
with only four publications on the subject.
The Graph 2 presents this tendency. The average publication studied period is six articles per year.
Excluding the first two years, the average drops to three articles per year, which reinforces a trend
of decline in recent years.
The results suggest that, despite the great importance of the subject in the practice of management,
not the same interest has been noted in major scientific events in the area of administration, held in
Brazil, in the period studied.
GRAPH 2
Percentage of articles published per year.
In relation to the number of authors per publication, co-authoring (presence of two or more authors)
is more common in relation to individual authorship. With three authors obtained a production
percentage of 39% and with an author, 13%. The Graph 3 shows these results.
The growing trend of co-authoring observed on relation to satisfaction research does not differ from
other areas of the Administration and even other areas of scientific knowledge. The way the
scientific production is being evaluated today, both by international as by nationals organizations,
might be a influence factor of this behavior.
Today, the quantitative aspects are being privileged, requiring big amount of articles. To meet the
challenge imposed by quantitative evaluations many researchers may be establishing partnerships in
order to multiply their production.
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Research Methods for Customer Satisfaction: a Bibliometric Study
Janaína Aparecida Pavani Albanez/ Sheila Farias Alves Garcia/ Lesley Carina do Lago Attadia Galli
3%
13%
13%
1 AUTHOR
2 AUTHORS
3 AUTHORS
32%
4 AUTHORS
MORE
39%
GRAPH 3
Number of authors per article (in %).
It can be observed a concentration in relation to the type of study: 76% of articles are empirical
studies, that in this study must be understood like studies that are based on a framework of
theoretical references and data collect to confirm it or refute it, in whole or in part (Machado da
Silva, Cunha and Amboni, 1990). The Graph 4 presents this proportion.
Theoretical and
empirical
3%
Theoretical
21%
Empirica l
76%
GRAPH 4
Classification in relation to the type of study (in %).
On research methodology the highest incidence was for the quantitative nature studies, 21 articles, a
percentage of 55%. This kind of study does use intensive statistical techniques, correlating the
variables and checking the impact and validity of the experiment.
The Graph 5 points out the results. One can infer that such an outcome is associated with the nature
of the phenomenon studied, customer satisfaction, which requires the use of statistical tools.
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Research Methods for Customer Satisfaction: a Bibliometric Study
Janaína Aparecida Pavani Albanez/ Sheila Farias Alves Garcia/ Lesley Carina do Lago Attadia Galli
GRAPH 5
Research approach (in %).
In relation to the type of data collected, the primary data are predominant (65%of articles). Infers
that, once again, is the nature of the studied phenomenon that explains the predominance of primary
data collection (Graph 6).
3%
33%
Prima ry Da ta
65%
Desk Rea serch Da ta
Both
GRAPH 6
Type of data collected (in %).
The data presented in the Graph 7 shows a predominance of descriptive studies: 66% (25 articles),
aim to describe the behavior of the data, while only 3% (1 article) was descriptive-explanatory.
GRAPH 7
Nature of the research (in %).
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14
Research Methods for Customer Satisfaction: a Bibliometric Study
Janaína Aparecida Pavani Albanez/ Sheila Farias Alves Garcia/ Lesley Carina do Lago Attadia Galli
The Graph 8 presents the research methodologies used in the articles analyzed with their respective
percentages. How it can be seen in Graph 6, the survey research was the most used methodology
with 18 articles (47%), followed by literature review technique with 13 articles (34%).
20
18
16
14
12
10
47%
8
34%
6
4
8%
2
11%
0
SURVEY
CASE STUDY
BIBLIOMETRIC /
META ANALYSIS
LITERATURE
REVIEW
GRAPH 8
Research methodology (in %).
The Graph 9 represents the instruments used for data collection. There is the emphasis on structured
questionnaires 61% (23 articles). Infer that the preference is due to the ease of application and is
also related to the predominance of studies with quantitative approach, which require structured
questionnaires.
GRAPH 9
Data collection instrument (in %).
By analyzing the 38 articles, were found 32 (84 percent) cross-sectional studies, as can be seen from Graph 10. Thus, it
is an opportunity for longitudinal studies.
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15
Research Methods for Customer Satisfaction: a Bibliometric Study
Janaína Aparecida Pavani Albanez/ Sheila Farias Alves Garcia/ Lesley Carina do Lago Attadia Galli
16%
LONGITUDINAL
TRANSVERSAL
84%
GRAPH 10
Method of study (in %).
For data collection, in 15 articles (60%), authors opted for a personal interview. Such results can be
checked on the Graph 11.
GRAPH 11
Data collection method (in %).
As explained in the introduction to this work, the selection of the articles took into account the
search by title, keyword, or subject that contained at least one of the following words: satisfaction,
loyalty, consumer behavior, customer loyalty, customer retention, and satisfaction index satisfaction
survey.
Although all articles containing the words expressed previously, there are evidence that their central
theme has tabled amendments. Thus, 61% of 38 articles examined presented words like satisfaction,
loyalty and customer retention as a central theme. In the other, the central themes varied, as can be
observed in Table 1.
This fact suggests that the interest in the topic, assessed here by the number of articles published in
specific area, is even smaller than imagined initially. Were published 23 articles on satisfaction,
loyalty and customer retention for the past six years, considering the scientific events organized by
ANPAD, i.e. on average 3.8 articles per year.
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Research Methods for Customer Satisfaction: a Bibliometric Study
Janaína Aparecida Pavani Albanez/ Sheila Farias Alves Garcia/ Lesley Carina do Lago Attadia Galli
TABLE 1
Central themes of the articles analyzed.
CENTRAL THEME
N° OF ITEMS
%
23
61
Consumer behavior
6
16
Relationship marketing
3
8
Purchase/consumption environments
2
5
Emotions
2
5
Communication and publicity
1
3
1
38
3
100
Satisfaction, loyalty, customer retention
E-commerce
TOTAL
Satisfaction research models used in 27 of the 38 articles examined are listed in Table 2. Several
theoretical models were used, but the ones that stood out due to its use in more than one article
were:
 Satisfaction Research Model of Fornell et al. (1996) – Three articles;
 Garbino and Johnson (1999) - Three articles;
 Morgan and Hunt (1994) - Three articles;
 Oliver Satisfaction Scale (1997) - Two articles, Ajzen and Fishbein (1980) - Two articles.
In the other articles were used different models, sometimes new models proposed by the authors, to
answer the question-problem.
Articles that were not cited in Chart 2 have not made use of any method of satisfaction survey to
obtain data, i.e. were exclusively theoretical studies.
Os artigos que não foram citados no Quadro 2 não fizeram uso de nenhum método de pesquisa de
satisfação para obtenção de dados, foram estudos exclusivamente teóricos.
It can be observed the use of scales of measurement in various articles, especially in articles related
to services. Of the 27 articles that used research methods, 70% are studies in relation to services and
30% in relation to products.
The indices of satisfaction of papers published as the work of Nannetti and Mosque (2010), were
made based on American models, because at the time of publication up to the present date there is
no model for calculation of the index of satisfaction built from the Brazilian reality.
The validity of applying a model built from the perspective of American consumer behavior to
analyze the behavior of the Brazilian consumer must be questioned.
In other hand, this research highlighted an important gap that should be faced by the Brazilian
Academy of Administration, in order to propose a model to measure the satisfaction of the Brazilian
consumer or deny, scientifically, the need for development of such a model, confirming the
possibility to use American model.
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17
Research Methods for Customer Satisfaction: a Bibliometric Study
Janaína Aparecida Pavani Albanez/ Sheila Farias Alves Garcia/ Lesley Carina do Lago Attadia Galli
CHART 2
Satisfaction survey templates used/or cited in the articles.
Title
Proposta para um modelo de
mensuração de confiança entre
canais de Marketing
Ações de responsabilidade social e
os reflexos de Lealdade e Atitude
no consumidor de Supermercados
na cidade de São Paulo
Satisfação, Lealdade e Retenção:
Um pré-experimento aplicado á
telefonia móvel
Um estudo dos determinantes ao
comportamento de compra próambiental de professores
universitários
As relações entre satisfação,
confiança, lealdade atitudinal e
rentabilidade de correntistas de um
banco de varejo
Os efeitos direto, mediador e
moderador do custo de mudança na
satisfação e lealdade do
consumidor
Grau de satisfação dos estudantes
do curso de ciências contábeis:
estudo em uma faculdade do
sudoeste do Paraná
Satisfação, Lealdade e
Envolvimento do Consumidor: um
estudo no varejo de vestuário
Comportamento do consumidor
sob a ótica da Teoria Meios-Fim:
Um estudo sobre os valores
pessoais dos discentes do curso de
especialização em gestão Pública
Avaliação do Impacto da satisfação
de clientes e da intenção de
recompra no Market Share: um
estudo em uma empresa fabricante
de implementos agrícolas
Antecedentes da Retenção de
clientes: um estudo aplicado a
Usuários de serviços bancários
Autor/year
Theoretical Aprouch
Santos, C.C.; Hernandez, J.M.C.
2007
Multidimensional Trust Scale
Marin, E. R.; Pajares, F. M. R
2009
Social Responsability Scale
Theoretical Grounding
Lewicki; Bunker,1995
Bearden e Netemeyer, 1999
Lopes,J.E.F.; Moriguchi,S.N.;
Fagundes, A.F.A.
2008
Satisfaction Scale
Loyalty Scale
Burnham, Frels e Mahajan,
2003
McMullan e Gilmore, 2003
Velter,A.N.; Battistella, L.F.;
Mello, C.I.
2011
New Ecological Paradigma (NEP)
Enoki Scale
Dunlap e Van Liere, 1978
Enoki et al, 2008
Santos,P.M.F.; Porto, R.B.
2012
Satisfaction Scale
Loyalty Scale
Fornell et al, 1996
Marcos et al. 2007
Lee; Cunnigham, 2001;Lam
et al, 2004
Holmbeck, 1997
Holmbeck, 1997
Jones; Mothersbaugh;
Beatty, 2000
Matos, C.A.; Henrique,J.L.; Rosa,F.
2007
Proposition and test of theoretical model (rivals models:
satisfaction, loyalty and cost of changing)
Gomes, G.; Dagostini, L.; Cunha,
P.R.
2012
Student Instructional Rating System (SIRS)
Paswan e Young, 2002
Hepp, C.P.T.
2008
P II Scale (Personal Involvement Inventory)
Zaichkowsy, 1994
Vilas Boas,L.H.B.;Bueno,J.M;
Oliveira,L.A.S.;
Siqueira W.R.
2012
Personal Values (Schwartz Scale)
Means end Chain Theory (Laddering)
Gutman, 1982
Ikeda e Veludo-de-Oliveira,
2008
Espartel,L.B.;Sampaio,C.H.;
Perin.GM.G.
2008
Milan,G.S.; Toni,D.; Milan,J.M.M.
2008
Proposition and test of theoretical model
(Satisfaction Scale, Repurchase Intention Scale)
Hoyle, 1995
Theoretical Milan Model (2006)
Jöreskog; Sörbom, 1993
A influência do valor para o cliente
e da satisfação no comportamento
de boca a boca: uma análise no
setor de academias de ginástica
Soares,A.A.C.; Barroso,J.A.;
Ramos,R.R.
2010
Effects of Quality, Value and Custumer Satisfaction On
Consumer Behavioral Intentions
Satisfação ou confiança: Quem
determina as intenções futuras no
contexto de comércio eletrônico?
Hernandez, J.M.C.;
Ambrosina,C.A.; Groh,C.A.
2009
The Relationships Among Satisfaction, Trust, Attitude
and Behavioral Intention
Zeithaml, 1988
Dill ET AL., 2006
Harrison-Walker, 2001
Cronin Jr.,Brady e Hult,
2000
Morgan; Hunt, 1994
Dwyer, Schurr, Oh, 1987
Garbarino; Jonhson, 1999
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18
Research Methods for Customer Satisfaction: a Bibliometric Study
Janaína Aparecida Pavani Albanez/ Sheila Farias Alves Garcia/ Lesley Carina do Lago Attadia Galli
Table 2 presents a summary of the main results of this study for each of the indicators analyzed.
Detected an opportunity to develop longitudinal studies and new models for the measurement of the
Brazilian Consumer Satisfaction.
TABLE 2
Summary of results of 38 articles.
INDICATORS
Greater quantity of articles published
Year of publication of articles
Number of authors per article
Classification in relation to the type of study
Research methods
Types of data collected
Nature of research
Research methodology
Data collection instrument
Method of study
Data collection method
Central themes of the articles analyzed
6
RESULTS
23 articles – ENANAPD; 11 articles - EMA
11 articles - 2008
39% - 3 authors; 32% - 2 authors
76% - empirical
55% - Quantitative
65% - Primary
66% - Descriptive
47% - Survey; 34% - Literature review
61% - Structured questionnaire
84% - Transverse
60% - Interview (personal)
61% - Satisfaction, loyalty, customer retention
CONCLUSION
In this section are presented the most relevant conclusions, drawn from the analysis of the results.
This study sought to produce Bibliometric indicators to represent the scientific literature on
methods for consumer satisfaction survey being developed in academia brazilian published in the
last five years (2007-2012), considering the events conducted by ANPAD.
Thirty-oight articles were analyzed on the basis of ANPAD. In the analyzed period, were produced
about six articles per year on consumer satisfaction survey, consumer behavior and relationship
marketing. The average decrease to 3.8 articles per year in the consumer satisfaction research.
The results suggest that, despite the great importance of the subject in the practice of management,
not the same interest has been noted in major scientific events held in Brazil, in the period studied.
A qualitative analysis, which was not the objective of this work, could investigate why this
observation.
The analysis about the places of publication sought to verify in which event if obtained greater
participation on the topic. It can be observed that the organizational dynamics event was attended
by 23 articles, 61% of publications on the topic, and the EMA, with articles 11, 29% publications.
The analysis on the number of authors for publication revealed that the articles published on the
topic of consumer satisfaction survey are mostly collaborative authorship (more than one author),
71% of articles are with two and three authors.
Already in relation to the type of study, 76% of articles are empirical studies quantitative in nature
(articles 21 or 55%) and with the use of primary data (65%) or articles 21 primarily descriptive (25
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Research Methods for Customer Satisfaction: a Bibliometric Study
Janaína Aparecida Pavani Albanez/ Sheila Farias Alves Garcia/ Lesley Carina do Lago Attadia Galli
articles or 66 percent). The survey (survey data) was the most widely used search method (47
percent) or articles 18 followed by a review of the literature (13 articles or 34 percent).
In relation to data collection, the majority (61%) used structured questionnaires applied through
personal interviews (15 items or 39%), in cross-sectional studies (articles 32 or 84 percent).
All selected articles contain the searched words as its central theme, though some have changed in
the central theme as well, 61% of 38 articles presented as central theme satisfaction, loyalty and
customer retention; and in 16% of 38 articles the main theme was about consumer behavior.
The research methods of satisfaction that stood out were: Satisfaction Research Model of Fornell et
al., 1996 (3 articles); Garbino and Johnson, 1999 (3 articles); Morgan and Hunt, 1994 (3 articles);
Oliver Satisfaction Scale, 1997 (2 articles) and Ajzen, Fishbein, 1980 (2 articles). But there were a
big variation in the used models.
Of the 27 articles that used research methods, 70% are service-related studies and 30% related to
products, so there is a growing increase in satisfaction studies in the area of services.
7
LIMITATIONS AND SUGGESTIONS FOR FUTURE STUDIES
It is worth mentioning that this study brought as a contribution, an overview about the most
satisfaction survey methods used in Brazilian Academy in the period 2007-2012. However, the
conclusions of the study are restricted to the events researched and to the analysis period (20072012). The database used in this study, although significant, is not the entirety of articles published
in Brazil, so the results cannot be generalized.
The fall of consumer satisfaction studies observed in the sample could be studied in further work.
First an extension of the sample, both in terms of the periodicals studied (inclusion of magazines),
as in the case of the analysis period (from 1990), would lead to a broader conclusion. It is suggested
to conduct longitudinal studies, with periods of more than 20 years, to check the trends of research
methods in satisfaction.
If the findings of this study were be confirmed, would be good investigate the source of the
problem, seeking to answer why the satisfaction research has run out, i.e.,if there is lack of interest
in the topic or if the fall was due to the difficulty of developing new models. A qualitative research
could fill the gaps raised by this study.
8
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