 Determining the asymmetric impact of positive and negative attribute-level performance on overall satisfaction: propositions to overcome some limits of current methodsPoids des attributs sur la satisfaction globale des clients: Propositions pour pallier les limites des mesures de l’asymétrieDaniel Ray,
David Gotteland and
Guillaume Antonietti
Post-Print from HAL Abstract: It is common to measure the impact of partial satisfactions (attributes) on overall satisfaction to improve effectiveness of customer satisfaction policies. But the weight of an at- tribute may depend on its own (positive or negative) level of satisfaction (asymmetric effect). Based on a critical as- sessment of current methods, we propose solutions which (i) simplify the determination of attribute's type of contribu- tion; (ii) allow to better manage attributes which have qua- si-similar contributions (usual in competitive markets); (iii) control others attributes' contributions to satisfaction, and integrate data's ordinal nature; (iv) give to managers an analysis tool which integrates both attribute's total weight and asymmetry level. This method is then tested with data from a leading retail chain (n=30 795). Keywords: satisfaction; attributes of satisfaction; asymmetry; attributs de satisfaction; asymétrie. (search for similar items in EconPapers) Published in Décisions Marketing, 2011, 63, pp.23-33 There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02483447 Access Statistics for this paper More papers in Post-Print from HAL |
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