CONCEPTUALIZING AND MEASURING THE MUSIC OF SATISFACTION USING ASSOCIATIVE MAPS

Jose A. Martinez ()
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Jose A. Martinez: Technical University of Cartagena, Spain

Eurasian Journal of Social Sciences, 2018, vol. 6, issue 4, 56-63

Abstract: The aim of this paper is to propose, from a highly pragmatic perspective, a simple but useful method for finding out what satisfaction really means for consumers, building an instrument derived from individual perceptions. In order to achieve this aim, we will conceptualize satisfaction as an identifiable musical chord, which sounds different for each individual. In addition, we will explain why the combination of the first-person data approach and associative priming should be used to generate the notes of these chords. This information can then be summarized in a consensus associative map, which represents a recognizable chord for each individual customer. Finally, the elements of this associative map can be employed by managers and executives to periodically monitor the service provided. Consequently, a satisfaction instrument can be generated for each specific research context, taking into account the complexity of individual perceptions. Keywords: Satisfaction, Measurement, Associative Maps, Associative Priming, Music Journal: Eurasian Journal of Social Sciences

Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:ejn:ejssjr:v:6:y:2018:i:4:p:56-63

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