IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-01819575.html
   My bibliography  Save this paper

Using the Evaluative Space Grid to better capture manifest ambivalence in customer satisfaction surveys

Author

Listed:
  • Alice Audrezet

    (ISG - Institut supérieur de gestion - Université de Tunis)

  • Béatrice Parguel

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

Considering that midpoints on linear scales wrongly aggregates indifferent, uncertain and ambivalent responses, this research investigates the ability of the Evaluative Space Grid (ESG) to disentangle uncertainty from manifest ambivalence. Uncovering situations in which respondents hold simultaneous and conflicting but certain evaluations, manifest ambivalence reveals of utmost significance for market researchers. Using a mixed approach, both qualitative and quantitative, this research confirms that the ESG isolates manifest ambivalence in its upper-right zone, and provides implications for practitioners involved in service quality and consumer satisfaction measurement.

Suggested Citation

  • Alice Audrezet & Béatrice Parguel, 2018. "Using the Evaluative Space Grid to better capture manifest ambivalence in customer satisfaction surveys," Post-Print hal-01819575, HAL.
    • Handle: RePEc:hal:journl:hal-01819575
    DOI: 10.1016/j.jretconser.2018.04.008
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-01819575. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.