The purpose of this study is to evaluate a bidimensional tool to measure overall service satisfaction: the evaluative space grid (GRID scale). The GRID scale provides a common measure for both positivity and negativity through 25 grid cells. The authors propose to use the GRID scale as an integrated measure of both satisfaction and dissatisfaction to capture mixed reactions or ambivalence.
Within a cross-sectional between-subjects survey design, this study compares overall satisfaction with bank services as measured on the GRID scale versus a traditional semantic differential (SD) scale.
The results show that the GRID scale performs as well as the SD scale with respect to different criteria, such as reliability and discriminant, convergent, nomological and predictive validity. However, it allows to measure separately indifference and ambivalence.
Such a distinction assists decision-makers with recommendations on different strategies not only to create customer loyalty based on satisfaction but also to encourage them to think how to decrease the levels of dissatisfaction and ambivalence.
The GRID scale would address survey needs of every business suffering from average performances. This tool provides them better in-depth overall satisfaction information, especially regarding the “middle-ground” customers.
