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CSISG 2008

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The Institute of Service Excellence at Singapore Management University (ISES) was appointed by the Singapore Workforce Development Agency (WDA) to implement and maintain an annual benchmark for the services sector in Singapore.

The Customer Satisfaction Index of Singapore (CSISG) was first launched in April 2008 based on data collected from a nationwide survey conducted in 2007. The CSISG is modeled after the American Customer Satisfaction Index (ACSI) developed by the University of Michigan in 1994.

In this second year, CSISG 2008 produced satisfaction indices for 88 companies from 35 sub-sectors, cutting across 8 services sectors, namely Education, Finance & Insurance (“Finance”), Food & Beverage (“F&B”), Healthcare, Info-communications (“Infocomm”), Retail, Transportation & Logistics (“T&L”), and Tourism, Hotels & Accommodation Services (“THAS”).

The results of CSISG 2008 were derived from survey data gathered between 2 November 2008 and 31 January 2009 in a door-to-door survey.

In this door-to-door survey, respondents from 15,328 households in Singapore filled out 27,698 questionnaires. Using the same questionnaire, a separate survey at Changi Airport consisting of 4,008 tourists departing Singapore was conducted between 20 November 2008 and 6 January 2009.

The resultant dataset of respondents closely matches the resident Singapore population on all relevant socioeconomic and demographic dimensions. Similarly, the distribution of tourist respondents closely matches the 2007 Singapore tourist countries of residence for tourist arrivals. With the survey data, the CSISG structural model was estimated and the Singapore satisfaction score generated.


customer satisfaction index, Singapore


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