Measuring Customer Satisfaction Using Ordinal Variables: An Application in a Survey on a Contact Center

This paper deals with the problem of measuring Customer Satisfaction using several ordinal variables with different number of categories. Some multivariate methods are applied to the results of a survey on the users of the Contact Center of the Municipality of Parma, in order to measure the quality of the service and the citizen satisfaction. Different approaches for the quantification of ordinal responses are considered and compared. The results show that the multidimensional approach yields a more appropriate estimate for classes of unsatisfied, fairly satisfied and very satisfied respondents.