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Visualizing attitudes towards service levels

Author

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  • Lam, K.Y.
  • van de Velden, M.
  • Franses, Ph.H.B.F.

Abstract

To assess the attitudes with respect to the quality of banks’ 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.

Suggested Citation

  • Lam, K.Y. & van de Velden, M. & Franses, Ph.H.B.F., 2011. "Visualizing attitudes towards service levels," ERIM Report Series Research in Management ERS-2011-022-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    • Handle: RePEc:ems:eureri:26471
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    References listed on IDEAS

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    1. van de Velden, M. & de Beuckelaer, A. & Groenen, P.J.F. & Busing, F.M.T.A., 2011. "Nonmetric Unfolding of Marketing Data: Degeneracy and Stability," ERIM Report Series Research in Management ERS-2011-006-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    2. Torres, Anna & Bijmolt, Tammo H.A., 2009. "Assessing brand image through communalities and asymmetries in brand-to-attribute and attribute-to-brand associations," European Journal of Operational Research, Elsevier, vol. 195(2), pages 628-640, June.
    3. Noordhoff, C.S. & Kyriakopoulos, K. & Moorman, C. & Pauwels, P. & Dellaert, B.G.C., 2011. "The Bright Side and Dark Side of Embedded Ties In Business-to-Business Innovation," ERIM Report Series Research in Management ERS-2011-008-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    4. Michel Velden, 2004. "Optimal Scaling of Paired Comparison Data," Journal of Classification, Springer;The Classification Society, vol. 21(1), pages 89-109, March.
    5. Monteiro, Carlos M.F. & Dibb, Sally & Almeida, Luis Tadeu, 2010. "Revealing doctors' prescribing choice dimensions with multivariate tools: A perceptual mapping approach," European Journal of Operational Research, Elsevier, vol. 201(3), pages 909-920, March.
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