Toward Developing a National Customer Satisfaction Index in Jordan

Abstract

Purpose: This research aims to develop a national index to measure customer satisfaction in Jordan. Based on householders' perspectives and assessments, this index will form a national measurement of customer satisfaction with goods and services offered in Jordan. Design/methodology/approach: T he r esearchers p erformed a s ystematic literature r eview (SL R) b y reading and analyzing the previous primary studies, using pre-specified search and inclusion criteria. In this study customer satisfaction index was defined and developed to the same degree as those that adopted specified customer satisfaction index principles in their development and application. Findings: Using the developed Jordanian Customer Satisfaction Index (JCSI), each sector, industry, and company included in the index will get a customer satisfaction score. The JCSI will measure customer satisfaction in 15 major economic sectors in Jordan. It contains three items to measure and track customer satisfaction using three facets of satisfaction―an overall rating of satisfaction, performance against expectations, and performance against the customer's ideal service. Research limitations/implications: The JCSI will encourage all Jordanian household consumers to give customer satisfaction feedback on purchasing and using goods and services. In this regard, this proposed national index will be helpful for consumers, managers, and policymakers. Originality/value: This paper developed a national customer satisfaction index in Jordan by using two perspectives(i.e., micro and macro levels). The proposed index in this paper is going to offer a multi-industry index to measure and benchmark Jordanian consumers’ satisfaction with goods and services produced and delivered in the Jordanian market.