Investigating of Product Attributes and Their Affect on Overall Satisfaction
نویسندگان
چکیده
The purpose of this study is to determine which attributes are important for choosing household personal shampoo. Using our results, we develop two impact measures of customer satisfaction. In the first approach, the relationship between positiveor negative-attribute product performance and overall satisfaction is assumed to be linear and symmetric. In this case, positive or negative product attributes should impact overall satisfaction in a direct manner. In the second approach, the relationship between positiveor negative-attribute product performance and overall satisfaction are considered as nonlinear and asymmetric. This implies negative product attributes should have a relatively greater impact on overall satisfaction than positive performance. Our survey then summarizes the important attributes for consumers when purchasing shampoo.
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