Improving the measurement of customer satisfaction: a test of three methods to reduce halo

Abstract

Many firms measure customer satisfaction on an attribute‐by‐attribute level. Past research has shown that halo errors can pose a serious threat to the interpretability of such data. Examines three factors that potentially reduce halo, using a combination of an experimental and quasi‐experimental research design. Three conclusions were drawn. First, measurement after consumption showed less halo than delayed measurement. Second, relative rating scales contained less halo than standard satisfaction scales. Third, an interaction effect was found between the number of attributes to be evaluated and the rating scale used. The evaluation of many attributes reduced halo in comparison to an evaluation of few attributes when a standard satisfaction rating scale was used. However, when the more complex relative rating scale was used, halo was not reduced when subjects had to evaluate a large number of attributes, perhaps due to the increased complexity of the task.