PLS Satisfaction Surveys and the duality solution – brought by John Vestergaard Olesen, Jacob Kjær Eskildsen, at the 2014 PMA Conference

Written by Denisa Călin on June 29, 2014. Posted in News, Organisational performance

On the 26^th of June, the second day of the 2014 PMA Conference, brought a presentation called “Duality Solution in PLS Satisfaction Surveys” authores by Associate Professor John Vestergaard Olesen and Professor Jacob Kjær Eskildsen, of ICOA and the AU Herning, Aarhus University.

Their research looks into market strategy methodology, with an interest in survey methods and customer satisfaction measures.

In order to achieve this, they have collected 3 months’ worth of data from a survey among buyer/seller pairs who, which have transacted real estate through DanBolig, a Danish real estate chain.

What they have found is the fact that, when given dyadic data there is a need to consider it as being independent and address it with individual measures, where data is seen as not-interchangeable and interconnected.

To this purpose, they propose a model, based on the classical EPSI model, which was adjusted to accommodate a number of 17 manifest variables, that are accountable for the possible dynamic and interaction between more than one type of customer and their broker.

Within the adjusted model, one would still have the dimensions specified within the classical EPSI model namely:

Exogenous variables: image, expectations, product quality and service quality’;
Endogenous variables: value for money, customer satisfaction and customer loyalty.

However, the model suggests a dual approach, where one is able to discriminate between the value given by either one of the agents to an endogenous variable, with the need for measuring it and treating this data in a dual approach.

The study makes a step forward, towards restructuring the former EPSI model, in order to be able to adequately measure the latent indicators involved as well.

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