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


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.

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Keywords: Latent segmentation; SEM; PLS

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