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The anchoring vignette approach to measure customer satisfaction
Omar Paccagnella, Mariangela Guidolin, Giada Derboni, Teresa Bago d'Uva

Last modified: 2015-09-05

Abstract


Customer satisfaction may be defined as a self-evaluation on a product or service consumption experience. Being a self-evaluation, it may be affected by Differential Item Functioning, that is a different way in interpreting and answering
questions depending on individual characteristics of respondents. Such heterogeneity among customers makes difficult the comparison among their answers. The anchoring vignette approach is a promising solution to this problem. In this paper anchoring vignettes and their model solution are applied to a customer satisfaction survey on a smartphone purchase. The main research findings concern both the results of the empirical application and the discussion of the vignette key assumptions.

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