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Visualizing attitudes towards service levels

By K.Y. Lam, M. van de Velden and Ph.H.B.F. Franses

Abstract

To assess the attitudes with respect to the quality of banks’ service levels, we use survey data amongst more than 250 Chief Financial Officers (CFOs) of a range of Netherlands-based companies. These companies range from small to very large (including multinationals as Philips and Shell) companies. The survey was conducted in five subsequent years. In this paper, we explore the evaluations of the service levels of banks where, for all attributes considered, the ratings were accompanied by an importance rating. We propose a visualization method that incorporates the importance weights into correspondence analysis. The resulting maps exhibit the correlation structure of the different service items as well as the variances for each item. Moreover, the results are linked to different banks over time, thus exposing the development of the attitudes over time.marketing;brand image;correspondence analysis;product differentiation;perceptual mapping;multiattribute models

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