Ruut Veenhoven: Measurement satisfaction Booking.com 2014

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Ruut Veenhoven: Measurement satisfaction Booking.com 2014

  1. 1. Measurement of SATISFACTION Ruut Veenhoven Erasmus happiness Economics Research Organization Erasmus University Rotterdam Booking.com seminar on Satisfaction maximisation algorithm April 4, 2014, Amsterdam
  2. 2. Measurement of satisfaction • Kinds of satisfaction • Measures of satisfaction • Applicability in travel industry
  3. 3. Kinds of satisfaction
  4. 4. Four kinds of satisfaction Passing Enduring Part W hole
  5. 5. Four kinds of satisfaction Passing Enduring Part Pleasure Domain satisfaction Whole Top experience Life satisfaction (Happiness)
  6. 6. Inner appraisal of satisfaction global assessment OVERALL SATISFACTION with one’s life-as-whole sub-assessment: Hedonic level of affect Contentment Balance of pleasant and Perceived realization unpleasant affect of wants
  7. 7. Inner appraisal of satisfaction global assessment OVERALL SATISFACTION with one’s life-as-whole sub-assessment: Hedonic level of affect Contentment Balance of pleasant and Perceived realization unpleasant affect of wants information basis Affective experience Cognitive comparison underlying process Need gratification Standard setting substrate Human nature Culture
  8. 8. Inner appraisal of satisfaction global assessment OVERALL SATISFACTION with one’s life-as-whole sub-assessment: Hedonic level of affect Contentment Balance of pleasant and Perceived realization unpleasant affect of wants information basis Affective experience Cognitive comparison underlying process Need gratification Standard setting substrate Human nature Culture
  9. 9. Measurement of satisfaction
  10. 10. Inner appraisal of satisfaction global assessment OVERALL SATISFACTION with one’s life-as-whole sub-assessment: Hedonic level of affect Contentment Balance of pleasant and Perceived realization unpleasant affect of wants
  11. 11. Inner appraisal of satisfaction global assessment OVERALL SATISFACTION with one’s life-as-whole sub-assessment: Hedonic level of affect Contentment Balance of pleasant and Perceived realization unpleasant affect of wants
  12. 12. Measurement of overall satisfaction Example of a survey question Taking all together, how satisfied or dissatisfied are you with your life as a whole these days? 1 2 3 4 5 6 7 8 9 10 Dissatisfied Satisfied
  13. 13. Satisfaction with life in Denmark
  14. 14. Satisfaction with life in Zimbabwe DISSAT ISFIED 2 3 4 5 6 7 8 9 SATISF IED HOW SATISFIED ARE YOU WITH YOUR LIFE 0,0% 10,0% 20,0% 30,0% Percent COUNTRY/REGION: ZIMBABWE
  15. 15. Satisfaction with life in nations • Denmark 8,3 • Netherlands 7.8 • USA 7,4 • Germany 7,1 • France 6,6 • Russia 5,5 • Iraq 4,7 • Zimbabwe 3,0 Source: World Database of Happiness, Collection Happiness in Nations
  16. 16. Inner appraisal of satisfaction global assessment OVERALL SATISFACTION with one’s life-as-whole sub-assessment: Hedonic level of affect Contentment Balance of pleasant and Perceived realization unpleasant affect of wants
  17. 17. Measures of contentment • Global estimate, single question • Calculation, multiple questions
  18. 18. Measures of contentment Global estimate, single question In getting the things you want out of life, how would you say that you are right now.....? 3 very well 2 pretty well 1 not too well Code in WDH collection Measures of Happiness: C-W/c/sq/v/3/a
  19. 19. Measures of contentment Calculation, multiple questions A. How important was each of the following goals in life in the plans you made for yourself in early adulthood? …… B. How successful have you been in the pursuit of these goals? …… Code in WDH collection Measures of Happiness: C-ASG/h/mq/v/5/a
  20. 20. Inner appraisal of satisfaction global assessment OVERALL HAPPINESS with one’s life-as-whole sub-assessment: Hedonic level of affect Contentment Balance of pleasant and Perceived realization unpleasant affect of wants
  21. 21. Measures of hedonic level • Global estimates – Single question – Affect Balance Scales ABS • Multiple moment assessment – Experience Sampling Method ESM – Day Reconstruction Method DRM
  22. 22. Measures of hedonic level Global estimates, single question How is your mood these days....?" 4 very good all the time 3 2 1 not good almost all the time Code in WDH collection Measures of Happiness: A-AOE/c/sq/v/4/b
  23. 23. Measures of hedonic level Global estimates, Affect Balance Scale During the past few weeks, did you ever feel ....?" (yes/no) A. Particularly exited or interested in something? B. So restless that you couldn't sit long in a chair? C. Proud because someone complimented you on something you had done? D. Very lonely or remote from other people? E. Pleased about having accomplished something? F. Bored? G. On top of the world? H. Depressed or very unhappy? I. That things were going your way? J. Upset because someone criticized you? Code in WDH collection Measures of Happiness: A-BB/cm/mq/v/2/ab
  24. 24. Measures of hedonic level Multiple moment, Experience Sampling My mood at the moment is .. +2 clearly positive +1 rather positive 0 indifferent -1 rather negative -2 clearly negative Code in WDH collection Measures of Happiness: A-ARE/mi/sq/v/5/a
  25. 25. Measures of hedonic level Multiple moment, Day Reconstruction
  26. 26. Applicability in tourism industry
  27. 27. Applicability in tourism industry Four kinds of satisfaction Passing Enduring Part Pleasure Domain satisfaction Whole Top experience Life satisfaction (Happiness)
  28. 28. Applicability in tourism industry Inner appraisal of satisfaction global assessment OVERALL SATISFACTION with trip sub-assessment: Hedonic level of affect Contentment Balance of pleasant and Perceived realization unpleasant affect of wants
  29. 29. Applicability in tourism industry Four kinds of satisfaction Passing Enduring Part Pleasure Domain satisfaction Whole Top experience Life satisfaction (Happiness) Problem of top down bias
  30. 30. Applicability in tourism industry Solutions to top-down bias • Focus on mood of the moment • Longitudinal assessment of mood – Before trip – During trip – After trip • Comparison of mood across activities – trip related e.g. during excursion – unrelated to trip e.g. when brushing teeth
  31. 31. Applicability in tourism industry Uses of Happiness Indicator
  32. 32. Applicability in tourism industry Uses of Happiness Indicator • Combination of: – Self help website: Tool for understanding happiness – Scientific study: large-scale long-term follow-up • Joint project of – Health Insurance company VGZ – Erasmus university Rotterdam • Online at: – www.gelukswijzer.nl – www.happinessindicator.com (Beta)
  33. 33. Applicability in tourism industry Uses of Happiness Indicator • Combines ESM and DRM • Comparison over time • Comparison across activities • Comparison with control groups selected from 75.000 participants • User friendly, low cost
  34. 34. Conclusions
  35. 35. Conclusions • Satisfaction judgments have two components – Affective: how it feels – Cognitive, how it meet standards • Current measures mainly cognitive • Affective component relevant for tourism industry • Best measured by ESM and DRM
  36. 36. World Database of Happiness http://worlddatabaseofhappiness.eur.nl

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