Service quality measurement. A new approach based on Conjoint Analysis

V. Gatta
This article is concerned with the measurement of service quality. The main objective is to suggest an alternative criterion for service quality definition and measurement. After a brief description of the most traditional techniques and with the intent to overcome some critical factors pertaining them, I focus my attention on the choice-based conjoint analysis, a particular stated preferences method that estimates the structure of consumers’ preferences given their choices between alternative service options. Discrete choice...