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

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Date
2000-01
Dewey
Marketing
Sujet
satisfaction; critères; méthode; automobile
JEL code
M31
Journal issue
Revue Française du Marketing
Volume
179-180
Number
4-5
Publication date
01-2000
Article pages
205-220
Publisher
Adetem
URI
https://basepub.dauphine.fr/handle/123456789/3225
Collections
  • DRM : Publications
Metadata
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Author
Windal, Pierre
Desmet, Pierre
Type
Article accepté pour publication ou publié
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.

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