Customer Satisfaction Scale

What it measures

A brief, widely used measure of overall customer satisfaction with a product, service, or consumption experience. Based on Oliver's disconfirmation paradigm — satisfaction arises when actual performance meets or exceeds expectations. Three-item versions capture overall evaluation, choice satisfaction, and decision satisfaction.

Response format

Likert (1–7 or 1–5, strongly disagree to strongly agree) or 3-item index

Scale items

• I am satisfied with my decision to purchase from [company/brand].
• My choice to purchase from [company/brand] was a wise one.
• I think I did the right thing when I decided to purchase from [company/brand].

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Score = mean of all items. Widely used as a criterion variable in customer satisfaction models. Distinct from service quality (SERVQUAL measures process) — satisfaction is an outcome evaluation. Often paired with loyalty intentions, WOM intentions, and repurchase intention measures.

Recommended companion scales

Citation

Oliver, R.L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460–469.

Keywords