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Les méthodes de mesure de l'importance des critères de satisfaction

Windal, Pierre; Desmet, Pierre (2000), Les méthodes de mesure de l'importance des critères de satisfaction, Revue Française du Marketing, 179-180, 4-5, p. 205-220

Type
Article accepté pour publication ou publié
Date
2000-01
Journal name
Revue Française du Marketing
Volume
179-180
Number
4-5
Publisher
Adetem
Pages
205-220
Metadata
Show full item record
Author(s)
Windal, Pierre
Desmet, Pierre
Abstract (EN)
Customer satisfaction has a major influence on customer loyalty and knowing its determinants enables the manager to improve his quality of service and the customer lifetime value. Nevertheless, customer satisfaction is the result of a service encounter whose characteristics are numerous and often correlated. This paper describes the principle, characteristics and performance of several regression techniques in order to determine the weight of criteria, with satisfaction data collected by questionnaire. An empirical comparison on convergent validity, stability and dispersion of weights draws to the conclusion of the superiority of PLS and sequential stepwise regression.
Subjects / Keywords
satisfaction; critères; méthode; automobile
JEL
M31 - Marketing

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