A New Methodology for Customer Satisfaction Analysis: Taguchi’s Signal-to-Noise Ratio Approach

The purpose of this study was to establish a new methodology for customer satisfaction analysis by using Taguchi Signal-to-Noise Ratio to assess service quality performance to effectively improve customer satisfaction. This study applied the Taguchi Signal-to-Noise Ratio methodology to process the Ordered Categorical Data, and took into account simultaneously the impact of average and variance as well as satisfaction and dissatisfaction information to correctly identify the improvement direction of quality attributes. With Taiwan’s standard hotel as the research subject, this study discussed the methodology and benefits of applying Taguchi Signal-to-Noise Ratio to customer satisfaction analysis.