Search results

1 – 3 of 3
Book part
Publication date: 23 August 2011

Edward E. Rigdon, Christian M. Ringle, Marko Sarstedt and Siegfried P. Gudergan

Purpose – Revisiting Fornell et al.'s (1996) seminal study, this chapter looks at the evidence for observed and unobserved heterogeneity within data underlying the American…

Abstract

Purpose – Revisiting Fornell et al.'s (1996) seminal study, this chapter looks at the evidence for observed and unobserved heterogeneity within data underlying the American customer satisfaction index (ACSI) model. Examining data for two specific industries (utilities and hotels) reveals only modest differences. However, we suppose that unobserved heterogeneity critically affects the results. These insights provide the basis for shaping further differentiated ACSI model analyses and more precise interpretations.

Methodology/approach – This study applies the partial least squares (PLS) path modeling method and uses empirical data to estimate and compare the ACSI model results on the aggregate and industry-specific data levels. In addition, the finite mixture PLS path modeling (FIMIX-PLS) method is employed to further examine across industry similarities and within industry differences.

Findings – This research uncovers unobserved heterogeneity that guides forming three segments of customers within each industry. The major segment in each industry represents customers that are fairly loyal (i.e., neither disloyal nor extremely loyal) while the other two smaller segments are not as similar across the two industries. Our study identifies substantial differences across these segments within each industry. An importance-performance map analysis illustrates these differences and provides the basis for managerial implications.

Originality/value of the chapter – The unobserved heterogeneity revealed within industries in a given country (i.e., the United States of America) underlines the need to be open to differences within populations, beyond the observed heterogeneity across distinct groups or cultures, and the need to reconsider reporting requirements in academic research.

Content available
Book part
Publication date: 23 August 2011

Abstract

Details

Measurement and Research Methods in International Marketing
Type: Book
ISBN: 978-1-78052-095-7

Book part
Publication date: 23 August 2011

Marko Sarstedt, Manfred Schwaiger and Charles R. Taylor

“Garbage in, garbage out” is a common expression that academics and practitioners use to emphasize that empirical analysis is only as good as the basis on which it relies…

Abstract

“Garbage in, garbage out” is a common expression that academics and practitioners use to emphasize that empirical analysis is only as good as the basis on which it relies. Although the importance of sound data and valid measures has long been acknowledged, it is nevertheless often problematic to follow required quality standards in concrete research situations. Potential sources of error are usually unknown, methods to ensure data quality are unavailable, and existing methods for scale development, index construction, data collection, and data analysis are insufficient or erroneously applied. This is especially true of international marketing research, which often makes great demands on the data and measures used, as well as on the research methodology applied. Against this background, this volume addresses issues pertaining to measurement and research methodology in an international marketing context. Thanks to the efforts of authors and reviewers, we are pleased to present nine articles that deal with cutting-edge topics such as formative measurement, response-bias in cross-cultural research, marketing efficiency measurement, and segmentation methods.

Details

Measurement and Research Methods in International Marketing
Type: Book
ISBN: 978-1-78052-095-7

Access

Year

Content type

Book part (3)
1 – 3 of 3