Service Quality Design through a Smark Use of Conjoint Analysis
Abstract
In the traditional use of conjoint analysis, in order to evaluate the relative importance of several elements composing a service, interviewed customers are asked to express their judgement about different scenarios (specific combinations of elements). In order to reduce the number of possible scenarios, design of experiments methodology is usually exploited. Previous experiences show that, even a limited number of proposed scenarios cause...
Paper Details
Title
Service Quality Design through a Smark Use of Conjoint Analysis
Published Date
Apr 17, 2004
Journal
Volume
5
Issue
1
Pages
34 - 51
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Notes
History