Abstract
This paper puts forth maximum difference scaling as a valid research method
to determine attribute importance for customer satisfaction research, which in
turn can drive valid and meaningful need-based segments of the marketplace. In
addition, this paper empirically demonstrates the value of bringing need-based
segmentation into the centre of customer satisfaction analysis. The results suggest
that implementing maximum difference scaling to determine attribute importance
scores for the overall market, as well as to create valid need-based segments,
will result in significantly different improvement priorities as compared to more
traditional customer satisfaction approaches.
Original language | English |
---|---|
Pages (from-to) | 20 |
Journal | International Journal of Marketing Research |
Volume | 51 |
Issue number | 4 |
State | Published - Jan 2009 |