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Determining the asymmetric impact of positive and negative attribute-level performance on overall satisfaction: propositions to overcome some limits of current methods
[Poids des attributs sur la satisfaction globale des clients : Propositions pour pallier les limites des mesures de l’asymétrie]

Author

Listed:
  • Daniel Ray

    (EESC-GEM Grenoble Ecole de Management)

  • David Gotteland

    (EESC-GEM Grenoble Ecole de Management)

  • Guillaume Antonietti

Abstract

It is common to measure the impact of partial satisfactions (attributes) on overall satisfaction to improve effectiveness of customer satisfaction policies. But the weight of an at- tribute may depend on its own (positive or negative) level of satisfaction (asymmetric effect). Based on a critical as- sessment of current methods, we propose solutions which (i) simplify the determination of attribute's type of contribu- tion; (ii) allow to better manage attributes which have qua- si-similar contributions (usual in competitive markets); (iii) control others attributes' contributions to satisfaction, and integrate data's ordinal nature; (iv) give to managers an analysis tool which integrates both attribute's total weight and asymmetry level. This method is then tested with data from a leading retail chain (n=30 795).

Suggested Citation

  • Daniel Ray & David Gotteland & Guillaume Antonietti, 2011. "Determining the asymmetric impact of positive and negative attribute-level performance on overall satisfaction: propositions to overcome some limits of current methods [Poids des attributs sur la s," Grenoble Ecole de Management (Post-Print) hal-02483447, HAL.
    • Handle: RePEc:hal:gemptp:hal-02483447
    Note: View the original document on HAL open archive server: https://hal.archives-ouvertes.fr/hal-02483447
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