A New Statistical Model for the Analysis of Customer Satisfaction

We present a new statistical approach to measure customer satisfaction aimed at understanding theoretical and empirical evidence about the causal relationships among motivations, personal characteristics and expressed agreement. The approach is based on a mixture model that is able to express the stated evaluation via the subjects' covariates. Specifically, it examines and compares the uncertainty of the answer and the feeling towards the items. After a brief review of current approaches to statistical methods for ordinal data, we provide a discussion of our proposal for modelling the responses of customers. Two case studies illustrate the benefit of model and some general considerations conclude the paper.