TITLE

A MUTIVARIATE STRATEGIC PERSPECTIVE FOR THE EVALUATION OF CUSTOMER SATISFACTION IN GREAT DISTRIBUTION

AUTHOR(S)
Milone, Gabriella
PUB. DATE
June 2010
SOURCE
Journal of Applied Quantitative Methods;2010, Vol. 5 Issue 2, p302
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The author proposes a strategy for the analysis of data from Customer Satisfaction (CS) in Great Distribution. The aim of this paper is to evaluate CS through a comparison of multivariate statistical methodologies. In this paper the author compares different estimations of Structural Equation Model (SEM) in a case study: evaluation of customer satisfaction in a supermarket. Overall satisfaction is determined by reference to three departments: "Salami and Cheese", "Butchery", "Fruit and Vegetables". Each department is assessed through three aspects: "Assortment", "Staff" and "Offer". Initially, the links between the different variables are verified through factor analysis and subsequently inserted into a structural equation model. To estimate the model the approach of "maximum likelihood" was used, with LISREL software. Finally, the "Partial Least Squares (PLS) approach was used to confirm the results.
ACCESSION #
63021696

 

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