We are living in an era when the essence of overall customer satisfaction is often reduced to reading online reviews or, if we’re honest with ourselves, just glancing at an average user rating on sites like IMDB (for films), Amazon (for, well, pretty much everything) or TripAdvisor (restaurants and hotels). These are, of course excellent quality indicators, but for brands, whose reach stretches too far to be distilled so crudely, the science of brand measurement is a lot more exacting.


Brand satisfaction and brand loyalty are often muddled up and while they are two sides to the same coin, it’s useful to provide an early distinction. Brand satisfaction references a measurement of customer attitudes toward products, services, and brands. Brand loyalty is all about the behaviour of customers towards given brands. For instance, using a certain washing up liquid out of habit and a lack of knowledge of alternatives does not equate to brand satisfaction, it is a sign of brand loyalty.

Measuring brand satisfaction

It is important to delve deep into the mind-set of customers to get a handle on just how satisfied they are with a brand. Monitoring comments on social media platforms, looking through YouTube reviews etc. can all help, but if you don’t pay close attention to the details you could be missing the point. The best way, without doubt, of getting close to those details is by performing a consumer satisfaction survey. But what sort of questions should you ask to get to the heart of the matter? Let’s take a close look at the top three.

  1. Recommendation

There is, perhaps few greater measurements for brand satisfaction than whether or not a customer is likely to recommend a product or service to friends and family, so this is a question that needs answering. This is very tied in with loyalty as it refers to the likelihood of repurchase, but is also a great indicator for satisfaction. You might ask 3 questions like this:

Overall, how satisfied would you say you are with the purchase?

How likely are you to continue to purchase this item or service?

How likely are you to make a recommendation to friends and family?

2. Overall satisfaction and attributes

This is the big one, of course. In order to predict and understand consumer satisfaction we must get a handle on the experience that lead to the attribution of quality. We can understand quality via three main areas.

  1. Overall quality
  2. Perceived reliability
  3. Cognitive and affective satisfaction indicators


Sample question: How happy were you with the fit of your jeans from Denim Dilettantes?

Sample question: How important was the fit of the jeans in Denim Dilettantes in your decision to shop here?

The ‘affect (liking or disliking of a product) is measured most accurately within the context of the attributes or benefits of the item. Satisfaction is heavily reliant on the perception of quality and attributes and is mediated by expectations. It is the duty of the researcher to define measures for every important attribute for consumer satisfaction.

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