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| Author: | Danaher, P. J. |
| Title: | Using Conjoint Analysis to Determine the Relative Importance of Service Attributes Measured in Customer Satisfaction Surveys |
| Journal: | Journal of Retailing
1997 : Vol. 73:2, p. 235-260 |
| Index terms: | CUSTOMER RELATIONS SERVICE QUALITY CONTROL |
| Language: | eng |
| Abstract: | Determining the relative importance of service attributes is one of the most important objectives of customer satisfaction measurement. Two popular methods that are currently used are "gap analysis" of expectations minus performance and linear regression of the overall satisfaction rating on the ratings for the attributes. Unfortunately, both these methods have shortcomings, so we develop a new method which is based on a conjoint analysis of nine hypothetical service scenarios. This information is used to fit a satisfaction response model as a function of the component service attributes. |
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