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Using the Evaluative Space Grid to better capture manifest ambivalence in customer satisfaction surveys

Audrezet, Alice; Parguel, Béatrice (2018), Using the Evaluative Space Grid to better capture manifest ambivalence in customer satisfaction surveys, Journal of Retailing and Consumer Services, 43, p. 285-295. 10.1016/j.jretconser.2018.04.008

Type
Article accepté pour publication ou publié
Date
2018
Journal name
Journal of Retailing and Consumer Services
Volume
43
Publisher
Elsevier
Pages
285-295
Publication identifier
10.1016/j.jretconser.2018.04.008
Metadata
Show full item record
Author(s)
Audrezet, Alice
Institut supérieur de gestion [ISG]
Parguel, Béatrice cc
Dauphine Recherches en Management [DRM]
Abstract (EN)
Considering that midpoints on linear scales wrongly aggregates indifferent, uncertain and ambivalent responses, this research investigates the ability of the Evaluative Space Grid (ESG) to disentangle uncertainty from manifest ambivalence. Uncovering situations in which respondents hold simultaneous and conflicting but certain evaluations, manifest ambivalence reveals of utmost significance for market researchers. Using a mixed approach, both qualitative and quantitative, this research confirms that the ESG isolates manifest ambivalence in its upper-right zone, and provides implications for practitioners involved in service quality and consumer satisfaction measurement.
Subjects / Keywords
Customer satisfaction; Ambivalence; Evaluative Space Grid; Measurement tool
JEL
M31 - Marketing

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