Let’s get down to it – but what?
To ensure that the right conclusions are drawn from a customer satisfaction survey, there needs to be an elaborate determination of satisfaction drivers. Our contribution reveals the advantages and disadvantages of standard processes when determining relevance.
The foundation of the methodological comparison is the re-analysis of a satisfaction survey involving 5,000 customers of a B2B service provider. Here, the following processes were assessed: Correlation, regression, PLS, penalty and rewards as well as sequential driver analysis. And we approached the analysis using the following guiding questions:
Just what do standard methods offer when determining relevance? Where do their limits lie?
What is the risk of issuing incorrect recommendations for cost-intensive improvement measures? And how can protection be sought against this?
Publication download (published in Planning and Analysis, edition 4, 2011)
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