The structure of consumers' satisfaction: Cross-product comparisons
Journal of the Academy of Marketing Science · 1982 · Volume 10 · Issue 1
Abstract
Consumer behavior researchers have become interested in developing direct measures of consumer satisfaction. The value of any such assessment would be greatly enhanced if a single instrument or scale could be used with a variety of products. This requires that similar factors be represented in different sets of appraisals. Factors from ratings of four different products are described and compared here. The factor loading matrices are found to be very similar in both an intuitive and a statistical sense.
Keywords
Consumer Behavior, Product Category, Canonical Correlation, Consumer Research, Consumer Satisfaction
Enable JavaScript for citation tools and additional paper interactions.