Common Optimal Scaling for Customer Satisfaction Models: A Point to Cobb–Douglas’ Form

  • Paolo ChiricoEmail author
Conference paper
Part of the Studies in Classification, Data Analysis, and Knowledge Organization book series (STUDIES CLASS)


The first aim of this paper is to present a singular algorithm of ALSOS’s (Alternating Least Squares with Optimal Scaling). It allows to assign the same scaling to all variables measured on the same ordinal scale in a categorical regression. The algorithm is applied to a regression model to measure and evaluate Customer Satisfaction (CS) in a sanitary case. The results seem to support the use of multiplicative models like Cobb–Douglas’, to analyze how the overall CS of goods or services is shaped. According to this evidence, the second aim intend to suggest a theory about the overall CS very similar to theory about utility in Marginal Economics. After a brief introduction to the CS measurement and evaluation methods (Sect. 1), the algorithm is presented on the Sect. 2. Sections 3 and 4 concern the application and the theory about overall CS. Conclusions are reported in Sect. 5.


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Copyright information

© Springer-Verlag Berlin Heidelberg 2010

Authors and Affiliations

  1. 1.Dipartimento di Statistica e Matematica applicataTorinoItaly

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