An Application of the Consumer Disposition toward Satisfaction Scale for a-Priori Segmentation

In this study, an a-priori latent segmentation procedure is proposed, which is based on an adaptation of the Consumer Disposition toward Satisfaction (CDS) scale to the Italian social environment. The disposition level is then used to define clusters of the respondents to the Customer Satisfaction annual survey concerning the Italian banking system. In order to verify the evidence of a proper classification the multivariate test of homogeneity is suggested