The Public Service Company of Colorado customer satisfaction index (examination of Anova and neural network models)
- Public Service Company of Colorado, Denver, CO (United States)
In 1993, Public Service Company of Colorado (PSCo) began a long-term effort to develop an index to measure and track customer satisfaction. The customer satisfaction index was designed to: measure of how well PSCo meets identified customer needs; and link PSCo performance well regulatory rate incentives and employee performance bonuses. To assure reliability, two modeling methods were developed in parallel throughout a 12 month period. An Anova-based approach known as Multiple Classification Analysis (MCA) provides an increasingly clear picture of the structure of customer wants and needs. The MCA analysis supports a predictive model linking overall customer satisfaction with service attributes. Additionally, a multi-layer feedforward neural network model was repeatedly estimated with the growing body of survey data. Application of the neural network model accomplished two important tasks. First, the neural network model provided validation for the attribute structure and intensity of parameter estimates for the MCA analysis. Second, the neural network model, working in conjunction with MCA output, helped produce slightly tighter fits amongst the data and thus improved the model`s predictive power. This paper will introduce you to PSCo`s overall research goals, provide insight into the qualitative methods that insured accuracy in the research instrument, describe overall research procedures, illustrate the modeling technology, and summarize opportunities for using these research results.
- Research Organization:
- Electric Power Research Inst. (EPRI), Palo Alto, CA (United States); Synergic Resources Corp., Bala-Cynwyd, PA (United States)
- OSTI ID:
- 102707
- Report Number(s):
- EPRI-TR-104558; TRN: 95:001847-0017
- Resource Relation:
- Other Information: PBD: Nov 1994; Related Information: Is Part Of Proceedings: Sixth Biennial Marketing Research Symposium: Blue sky to bottom line{hor_ellipsis}marketing research, customer value and utility performance; PB: 481 p.
- Country of Publication:
- United States
- Language:
- English
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