A maximum difference scaling application for customer satisfaction researchers
Michael S. GarverCentral Michigan University
INTRODUCTION
The marketing literature has stressed the importance of understanding customer needs and satisfaction, along with understanding these concepts for each market segment (Kotler & Armstrong 2006). Once segments are effectively understood, firms can customise their offering to maximise segment satisfaction (Freytag & Clark 2001). Kaplan and Norton (1996) state that strategy requires a clear articulation of targeted customer segments, their needs and wants, along with a value proposition required to attract, satisfy and retain targeted customers. They suggest that defining a unique value proposition...