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 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...

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