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Customer satisfaction evaluation by common component and specific weight analysis using a mixed coding system

Author

Listed:
  • Pietro Amenta

    (University of Sannio)

  • Antonio Lucadamo

    (University of Sannio)

  • Antonello D’Ambra

    (University of Campania “Luigi Vanvitelli”)

Abstract

The Servqual model (Parasuraman et al. in J Mark 49(4):41–50, 1985; J Retail 64:12–40, 1988) involves a set of five dimensions ranked as the most important for service quality: tangibility, reliability, responsiveness, assurance and empathy. The researchers developed then a survey instrument to measure the gaps between customers’ expectations and perceptions of service. A re-examination and extension of this model, named Servperf, investigates instead only the perceptions of the service (Cronin and Taylor in J Mark 56(3):55–68, 1992; J Mark 58:125–31, 1994). Common components and specific weights analysis (Qannari et al. in Food Qual Prefer 11: 151–154, 2000) is here proposed to analyze customer perceptions. The rationale behind this method is the existence of a common structure to the data tables. Therefore, it determines a common space of representation for all data. Each table, which represents a Servqual dimension, is allowed having a specific weight associated with each dimension of the common space. We investigate then the customer satisfaction with respect to a common reference system where all the dimensions contribute to forming it. The analysis is performed transforming preliminarily the values of the categorical variables according to two different coding systems.

Suggested Citation

  • Pietro Amenta & Antonio Lucadamo & Antonello D’Ambra, 2019. "Customer satisfaction evaluation by common component and specific weight analysis using a mixed coding system," Quality & Quantity: International Journal of Methodology, Springer, vol. 53(5), pages 2491-2505, September.
    • Handle: RePEc:spr:qualqt:v:53:y:2019:i:5:d:10.1007_s11135-018-0770-1
    DOI: 10.1007/s11135-018-0770-1
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