Conjoint Analysis as a Statistical Tool for Studying Consumer Behaviour. Characteristics, Types and Examples of Use

Tekień, Agnieszka; Gutkowska, Krystyna; Żakowska‐Biemans, Sylwia

doi:10.22630/mibe.2018.19.4.43

Cited by 1 publication

(1 citation statement)

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“…For instance, the fuzzy conjoint analysis can be used by restaurant owners to identify which aspects of hygiene are most crucial to their customers when visiting food premises. Furthermore, this analysis is also practical and may widely be used in conducting studies based on the customer’s behaviour involving their decision-making situation [ 42 ].…”

Section: Discussionmentioning

confidence: 99%

Measuring customer satisfaction on the cleanliness of food premises using fuzzy conjoint analysis: A pilot test

et al. 2021

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Determining the level of customer satisfaction in cleanliness regarding a product or service is a significant aspect of businesses. However, the availability of feedback tools for consumers to evaluate the cleanliness of a restaurant is a crucial issue as several aspects of cleanliness need to be evaluated collectively. To overcome this issue, this study designed a survey instrument based on the standard form used for grading the food premises and transformed it into a seven Likert scale questionnaire and consists of seven questions. This study employed fuzzy conjoint analysis to measure the level of satisfaction in cleanliness in food premises. This pilot study recruited 30 students in Universiti Teknologi MARA (UiTM) Seremban 3. The student’s perception was represented by the scores calculated based on their degree of similarities and corresponding levels of satisfaction, whereby, only scores with the highest degree of similarity were selected. Furthermore, this study identified the aspects of hygiene that assessed based on the customers’ satisfaction upon visiting the premises. The results indicated that the fuzzy conjoint analysis produced a similar outcome as the statistical mean, thus, was useful for the evaluation of customer satisfaction on the cleanliness of food premises.

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Section: Discussionmentioning

confidence: 99%