Satisfaction, like attitude and emotion, is a latent variable that is not directly measurable. Traditional approach to measuring consumers’ satisfaction through simple tabulations of responses “very satisfied” to “very dissatisfied” to a single question may not be appropriate since:
Using statistical techniques, the project team has developed models that relate consumer satisfaction to its causes and consequences and employed multi-item scales to measure consumer satisfaction. Under this approach*, satisfaction indices of different products can be compared and combined to form a new and unified Hong Kong satisfaction index which should be able to reflect the overall satisfaction level of people in Hong Kong.
* This approach is inspired by the successful establishment of the American Customer Satisfaction Index (ACSI) in the United States.