An application of the Consumer Disposition toward Satisfaction (CDS) scale for a-priori segmentation

Gabriele Cantaluppi, Giuseppe Boari, Massimo Scarzella, Maria Gabriella Giordano, Laura Vescovo

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

An a priori latent segmentation procedure is proposed, which is based on an adaptation of the Consumer Disposition toward Satisfaction (CDS) scale. The disposition level is then used to define clusters of the respondents to the Customer Satisfaction annual survey of an Italian banking organization. In order to verify the evidence of a proper classification two different multivariate tests are suggested.
Original languageEnglish
Title of host publicationMTISD 2008, Metodi, Modelli e Tecnologie dell’Informazione a Supporto delle Decisioni, Università del Salento, CD
Pages1-4
Number of pages4
Publication statusPublished - 2008
EventMTISD 2008, Metodi, Modelli e Tecnologie dell Informazione a Supporto delle Decisioni - Lecce
Duration: 18 Sep 200820 Sep 2008

Conference

ConferenceMTISD 2008, Metodi, Modelli e Tecnologie dell Informazione a Supporto delle Decisioni
CityLecce
Period18/9/0820/9/08

Keywords

  • CDS scale
  • Latent segmentation

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