Visualizing attitudes towards service levels
AbstractTo assess the attitudes with respect to the quality of banksâ€™ service levels, we use survey data amongst more than 250 Chief Financial Officers (CFOs) of a range of Netherlands-based companies. These companies range from small to very large (including multinationals as Philips and Shell) companies. The survey was conducted in five subsequent years. In this paper, we explore the evaluations of the service levels of banks where, for all attributes considered, the ratings were accompanied by an importance rating. We propose a visualization method that incorporates the importance weights into correspondence analysis. The resulting maps exhibit the correlation structure of the different service items as well as the variances for each item. Moreover, the results are linked to different banks over time, thus exposing the development of the attitudes over time.
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Bibliographic InfoPaper provided by International Institute of Social Studies of Erasmus University (ISS), The Hague in its series ISS Working Papers - General Series with number ERS-2011-022-MKT.
Date of creation: 30 Sep 2011
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marketing; brand image; correspondence analysis; product differentiation; perceptual mapping; multiattribute models;
This paper has been announced in the following NEP Reports:
- NEP-ALL-2011-11-07 (All new papers)
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- Michel Velden, 2004. "Optimal Scaling of Paired Comparison Data," Journal of Classification, Springer, vol. 21(1), pages 89-109, March.
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