Using the evaluative space grid to better capture ambivalence in customer satisfaction surveys

Alice Audrezet () and Béatrice Parguel ()
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Béatrice Parguel: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Date: 2018-05
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Published in 46th Academy of Marketing Science Annual Conference, May 2018, New Orleans, United States

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