A maximum difference scaling application for customer satisfaction researchers

Michael S. Garver

This paper puts forth maximum difference scaling as a valid research method to determine attribute importance for customer satisfaction research, which in turn can drive valid and meaningful need-based segments of the marketplace.

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...

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