MEASURING CUSTOMER SATISFACTION USING A COLLECTIVE PREFERENCE DISAGGREGATION MODEL

A new model to assess customer satisfaction is developed through this paper. The proposed model is based on the principles of multicriteria analysis, using ordinal regression techniques. The procedure uses surv ey's data on customer satisfaction criteria and disaggregates simultan eously all the global satisfaction judgments via a linear programming disaggregation formulation. The model provides collective global and p artial satisfaction functions as well as average satisfaction indices. These results sufficiently describe customer behavior and they can be used in the strategic planning of an organization. The implementation of the model in three real world applications is used for illustratio n and for testing the model's reliability. Finally, several extensions and future research in the area of customer satisfaction analysis are discussed.