Research Design

Object of study

The central object of the study is the customer orientation of companies and organisations in Germany, Austria and Switzerland (measured by the customer satisfaction of private end customers older than 16) as well as its impact on future customer relationships in terms of customer loyalty.

Statistical population

Kundenmonitor is based on a population representative approach. The results refer to the following populations:

Country Method Statistical population
Germany Telephone interview (CATI) German population older than 16, reachable by phone in private households in Germany (private end consumers)
  Online interview (CAWI) German population aged between 16 and 74, reachable via internet and member of an online access panel
Austria Online interview (CAWI) Austrian population aolder than 16, reachable via internet and member of an online access panel
Switzerland Online interview (CAWI) Swiss population aged between 16 and 74, reachable via Internet and member of an online access panel

Sample and survey period

The sample sizes are annually adjusted to the statistical and industrial requirements, particularly in regards of the market relevance of certain providers. ServiceBarometer AG adjusts the industry range and updates the questionnaire every year according to secondary analyses and the recommendation of experts. For the telephone interviews in Germany, the responding households are selected on the basis of the current telephone random sampling system of the representation of private market and social research agencies in Germany (Arbeitsgemeinschaft der deutschen Marktforschungsinstitute, ADM).

The current surveys are based on following sample sizes:

Survey Sample size Survey period
Kundenmonitor® Deutschland 2021 28,444 end customers interviewed online October 2020 until July 2021
Kundenmonitor® Österreich 2020 3,465 end customers interviewed online September/October 2020
Kundenmonitor® Schweiz 2020 3,243 end customers interviewed online September/October 2020


Socio-demographic distribution

The socio-demographic profile of the respondents marginally differs from the real distribution in the countries examined (according to official statistics of current population estimation). Accordingly, the sample size is weighted to allow an expansion of the results to the population of the respective country (older than 16 for CATI interviews, aged between 16 and 74 for CAWI surveys).

Socio-structural data

Irrespective of the industry, the following socio-demographic data of the respondents is gathered:

  • Gender
  • Age
  • Household size
  • Education
  • Employment
  • Occupation
  • Household net income
  • Internet use