An amusement park was recently inaugurated in a city. All the customers who visited the park during the first few days were sent a feedback form via email to rate their overall satisfaction. The customers were provided four answer options to choose from in the feedback form: completely dissatisfied, dissatisfied, satisfied, or completely satisfied. This scale is an example of a(n) _____.

An amusement park was recently inaugurated in Tampa, Florida. All the customers who visited the park the first few days were sent a feedback form via email to rate their overall satisfaction on a scale. The form included a set of ten questions with four answer options; completely dissatisfied/dissatisfied/satisfied/completely satisfied. This scale is an example of a(n) _____ measure.

a. attribute-specific

b. disconfirmation

c. unstructured

d. direct, global

e. open-ended

Answer:

The answer is direct, global (option d)

Explanation:

Direct, global measure is one of the ways of measuring customer satisfaction/dissatisfaction or feedback on experience derived from using a product or service (like entertainment service at an amusement park).

In this kind of satisfaction/dissatisfaction measurement, a scale is provided in the feedback form to help customers rate their experience. The scale ranges from the least quality experience to the highest quality experience. E.g. completely dissatisfied, dissatisfied, satisfied, or completely satisfied.