Poids des attributs sur la satisfaction globale des clients : propositions pour pallier les limites des mesures de l’asymétrie (notice n° 370088)
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| fixed length control field | 02746cam a2200265 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250118081246.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Ray, Daniel |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Poids des attributs sur la satisfaction globale des clients : propositions pour pallier les limites des mesures de l’asymétrie |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2011.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 55 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Pour améliorer l’efficacité des politiques de satisfaction clients, il est usuel de calculer les « poids » des différents attributs dans la construction de la satisfaction globale. Mais selon les niveaux de satisfaction des clients, ces poids peuvent varier (effets dits « asymétriques »). Pour pallier les limites communes aux principales méthodes de mesure de cette asymétrie, cet article propose des solutions qui (i) simplifient l’évaluation du mode de contribution d’un attribut ; (ii) permettent de mieux gérer les priorités entre attributs ayant des modes de contribution proches (cas courant sur un marché concurrentiel) ; (iii) contrôlent les effets des autres attributs tout en tenant compte de la nature au mieux ordinale des mesures ; (iv) proposent aux praticiens un outil d’analyse des résultats intégrant à la fois le poids total de chaque attribut et son niveau d’asymétrie. Un exemple de mise en œuvre de ces solutions auprès d’une enseigne leader sur son marché (n = 30 795) est ensuite proposé. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | It is common to measure the impact of partial satisfactions (attributes) on overall satisfaction to improve effectiveness of customer satisfaction policies. But the weight of an attribute may depend on its own (positive or negative) level of satisfaction (asymmetric effect). Based on a critical assessment of current methods, we propose solutions which (i) simplify the determination of attribute’s type of contribution; (ii) allow to better manage attributes which have quasi-similar contributions (usual in competitive markets); (iii) control others attributes’ contributions to satisfaction, and integrate data’s ordinal nature; (iv) give to managers an analysis tool which integrates both attribute’s total weight and asymmetry level. This method is then tested with data from a leading retail chain (n=30 795). |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | attributs de satisfaction |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | satisfaction |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | asymétrie |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | attributes of satisfaction |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | asymmetry |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | satisfaction |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Gotteland, David |
| Relator term | author |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Antonietti, Guillaume |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Décisions Marketing | 63 | 3 | 2011-08-01 | p. 23-33 | 0779-7389 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-decisions-marketing-2011-3-page-23?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-decisions-marketing-2011-3-page-23?lang=fr&redirect-ssocas=7080</a> |
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