Overview and Recent Advances in Conjoint Analysis for Customer Satisfaction Measures


Abstract


En
In the customer satisfaction evaluation a great importance is assumed by Conjoint Analysis. It can be applied in any area of business and science, in which it is important to measure people’s perceptions or judgments. It allows the individualization of a possible combinations subset for product features to be used in order to determine the relative importance of each feature in the purchasing decision. Purpose of this paper is to furnish an overview on recent advances in Conjoint Analysis for customer satisfaction evaluation, with reference to two methodological approaches, such as permutation tests and textual analysis. In particular, permutation tests represent a robust method because they don’t imply distributive hypothesis on the examined variables and, consequently, are very flexible and adequate to real applicative context. Moreover, in the analysis of the preference structure, recent contributes concerning the Conjoint Analysis aim to improve the description of preferences and behaviors by means of textual information.

Keywords: Conjoint Analysis; Customer Satisfaction; Permutation Test; Individual Preferences; GAT Procedure; Textual Analysis

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