75971 - Managing Satisfaction and Dissatisfaction

Learning outcomes

The purpose of the course is to make participants understand and appreciate the relative strengths and weaknesses of a variety of customer satisfaction measurement approaches and instruments available today. A key element in this process is measuring customer satisfaction through market research. As such, the course will focus on the understanding and the actual implementation of the customer satisfaction measurement practices currently employed in business environment. Customer dissatisfaction and complaint management techniques will also be explored and critically evaluated.

Course contents

- Service quality, customer satisfaction, repurchase intentions.

- Writing a questionnaire. Constructs and scales.

- Using R.

- Primary data analysis: Exploratory factor analysis, confirmatory factor analysis, Cronbach's Alpha.

- Structural Equantion Models. Using LISREL.

- Importance/Performance matrices

Readings/Bibliography

Carman, J. M. (1990). Consumer Perceptions Of Service Quality: An Assessment Of T. Journal of retailing, 66(1), 33.

Colucci, M. & Visentin, M. (2017). Style and substance: a case study of the expansion of mature business-to-business relationships in the Italian clothing industry. Journal of Business & Industrial Marketing, 32(1), 153-166.

Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. psychometrika, 16(3), 297-334.

Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. The journal of marketing, 55-68.

Cronin Jr, J. J., & Taylor, S. A. (1994). SERVPERF versus SERVQUAL: reconciling performance-based and perceptions-minus-expectations measurement of service quality. The Journal of Marketing, 125-131.

Johnson, D., & Grayson, K. (2005). Cognitive and affective trust in service relationships. Journal of Business research, 58(4), 500-507.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perc. Journal of retailing, 64(1), 12.

Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of retailing, 67(4), 420.

Venables, W. N., & Ripley, B. D. (2013). Modern applied statistics with S-PLUS. Springer Science & Business Media.

Visentin, M., & Scarpi, D. (2012). Determinants and mediators of the intention to upgrade the contract in buyer–seller relationships. Industrial Marketing Management, 41(7), 1133-1141.

Teaching methods

Classical teaching. Lab sessions. Group work.

Assessment methods

Group work assessment. Optional oral exam.

Non attending students are required to take the full exam.

Further details will be provided at the beginning of the course.

Teaching tools

R programming. Script will be provided.

Office hours

See the website of Marco Visentin