Master of Agribusiness / Department of Agricultural Economics / Kevin Dhuyvetter / Many companies use surveys to establish customer satisfaction metrics. This OEM has been using surveys to analyze customer satisfaction with their products, services, and distribution channel for several decades. Satisfaction metrics are established for the brand, product, and channel partners. The product metric is derived from a question on the survey asking customers how satisfied they are with the product. There are subsequent questions thereafter inquiring about satisfaction with specific functional areas of the product. It is common practice to use Partial Least Squares (PLS) regression analysis to evaluate what impacts the functional area questions have on the overall satisfaction question. The model results are used to understand what areas of the machine should be focused on to improve customers’ experiences with the machine. These results are compared to other data sources such as warranty, field reports, customer focus groups, etc. The results from these models are sometimes questioned based on what common intuition would suggest. Typically the top three drivers to the product metric are understandable, but there are often one or two key areas that do not make logical sense. The objective of this thesis was to understand whether PLS modeling is appropriate given the nature of customer survey data. Models were estimated using existing survey data on a specific model in the tractor product line. PLS models assume data are linear with no bounds. This in itself likely makes this type of model inappropriate for analyzing customer survey data. Responses are bounded on an 11 point scale from 0-10, however, the PLS model being non-bounded assumes there can be a score under 0 or over 10. The model also assumes a linear slope that would indicate each covariate answer 0-10 has the same level of effect on the response variable. This research has found that each covariate answer is in fact non-linear. For example, a customer answering a 2 to quality of manufacturing workmanship has a different impact on the overall satisfaction score than a customer who answers 8. Finally, this research discovered that the PLS models produce negative coefficients of significant value that are not reported to the enterprise. Binary and ordered logistic (logit) models were estimated as an alternative to PLS. Logistic models are non-linear and are commonly used to evaluate bounded data. Response data were separated into two groups based on Net Promoter Score (NPS) Methodology (Reicheld 2006). Using the NPS methodology, 0-6 scores are considered detractors, 7-8 scores are considered passives, and 9-10 scores are considered promoters. The logistic models demonstrate that the top two drivers to customer satisfaction scores are still quality of manufacturing workmanship and reliability/operational availability (similar to results of the PLS model). The unresolved problems question on the survey was included in the models and demonstrated that the predicted probability of a customer being a promoter is much higher in both binary and ordered logit models if no unresolved problems exist. Finally, the model found engine oil consumption remained negative and is statistically significant suggesting that even with the alternative modeling approach there still may be data issues related to the survey. It is recommended that the OEM implement logistic modeling for analyzing customer survey data. It is also recommended that a new survey design be constructed to eliminate issues with correlated data that can lead to spurious and unexplainable results.

This study considers whether or not optimizing process metrics and settings across a supply chain gives significantly different outcomes than consideration at a firm level. While, the importance of supply chain integration has been shown in areas such as inventory management, this study appears to be the first empirical test for optimizing process settings. A Partial Least Squares (PLS) procedure is used to determine the crucial components and indicators that make up each component in a supply chain system. PLS allows supply chain members to have a greater understanding of critical coordination components in a given supply chain. Results and implications give an indication of what performance is possible with supply chain optimization versus local optimization on simulated and manufacturing data. It was found that pursuing an integrated approach over a traditional independent approach provides an improvement of 2% to 49% in predictive power for the supply chain under study.

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O presente trabalho propõe um procedimento de valoração de marca a partir de uma modelagem por equações estruturais. Este estudo aponta inicialmente um modelo conceitual de valoração de marca baseado na linha comportamental, ou seja, nas percepções dos consumidores e não no valor monetário da marca. Para aplicação do procedimento proposto, foram escolhidas as marcas das operadoras de telefonia celular Vivo e Claro. A partir da modelagem por equações estruturais, ajustou-se o modelo teórico proposto a cada uma das marcas em questão. Com o modelo ajustado foi possível calcular não apenas o valor de marca para cada um dos consumidores, como todas as variáveis que o compõe. A possibilidade de se calcular o valor de marca para cada consumidor é extremamente inovadora, uma vez que nenhum dos modelos revistos na literatura científica aponta esta funcionalidade. Com a base de dados contendo o valor de marca para cada consumidor entrevistado, foi possível efetuar diversas análises estatísticas, que permitiram compreender de forma profunda quais variáveis mais impactam o valor das marcas, ou ainda quais são seus pontos fortes e fracos. Com isto, foi possível desenhar estratégias de marketing específicas para que cada uma das marcas aumente o seu valor. / The present study brings a procedure that measures brand equity using a structural equation modeling. This thesis proposes a conceptual model that measures brand equity based in a behaviorist approach, i.e., based on the consumers perception instead of monetary brand value. To apply this procedure two cellular phone operator brands were chosen: Vivo and Claro, and then, using structural equation modeling, it was possible to adjust the initial theory model to each brand. From the adjusted model it was possible to measure not only brand equity to each consumer, but all variables that are part of it. The possibility to measure brand equity to each consumer is extremely new, once no other models - reviewed in the scientific literature - pointed this feature. Using the database and the brand value to each interviewed consumer it was possible to make statistic analysis that allowed comprehending deeply which variables impact brand equity, or what are their strong and weak points. Then it was possible to make specific marketing strategies to each brand to increase their equity.

Applied statisticians are often faced with the problem of dealing with high dimensional data sets when attempting to describe the variability of a single set of variables, or trying to predict the variation of one set of variables from another. In this study, two data reduction methods are described: Redundancy Analysis and Partial Least Squares. A hybrid approach developed by Bougeard et al., (2007) and called Continuum Redundancy-Partial Least Squares, is described. All three methods are extended to the frequency domain in order to allow the lower dimensional subspace used to describe the variability to change with frequency. To illustrate and compare the three methods, and their frequency dependent generalizations, an idealized coupled atmosphere-ocean model is introduced in state space form. This model provides explicit expressions for the covariance and cross spectral matrices required by the various methods; this allows the strengths and weaknesses of the methods to be identified.

The term mobility is at the same time, cause and effect of urban development and is directly related to the economic, social and environmental aspects of a region. Your qualified plan implies harmonic, efficient and democratically run cities. Whereas parking lots are defined as infrastructure for urban mobility, the research objective was to identify the perceptions of users of municipal services paid parking lots in order to provide subsidies for the construction of the Mobility Plan Territorial Bagé. Therefore, the present study uses the model ECSI (European Customer Satisfaction Index) to measure relationships involving users of the municipal system of rotating Paid parking. ECSI was estimated by PLS-PM method that is characterized by its robustness in the face of structural models with missing data with normality. Data were collected through questionnaires and applied, non-randomly by 401 users Municipal Parking System Revolving in the city of Bagé, Rio Grande do Sul. The results indicate that the system user considers the level of service provided satisfactory (mean 7.65), and this construct most affected by the expectation of users and image of service. The construct with the lowest average was the perceived value (average 6.73). The constructs differ systematically only for income and age profiles, in other words, as age or income increase, the trend is that there is a better evaluation of the different constructs. / O termo mobilidade é, ao mesmo tempo, causa e efeito do desenvolvimento urbano e está diretamente relacionado com os aspectos econômicos, sociais e ambientais de uma região. O seu planejamento qualificado implica cidades harmônicas, eficientes e democraticamente geridas. Considerando que estacionamentos são definidos como infraestrutura de mobilidade urbana, o objetivo da pesquisa foi o de identificar a percepção dos usuários do serviço municipal de estacionamento rotativo a fim de fornecer subsídios para a construção do Plano de Mobilidade Territorial de Bagé. Para tanto, o presente estudo utiliza o modelo ECSI (Índice Europeu de Satisfação do Cliente) na mensuração das relações que envolvem os usuários do sistema municipal de estacionamento rotativo Pago. O ECSI foi estimado pelo método PLS-PM que se caracteriza por sua robustez diante de modelos estruturais compostos por dados com falta de normalidade. Os dados foram coletados mediante questionários aplicados e respondidos, de forma não aleatória, por 401 usuários do sistema municipal de estacionamento rotativo na cidade de Bagé, Rio Grande do Sul. Os resultados obtidos permitem concluir que o usuário do sistema considera o nível de serviço prestado satisfatório (média 7,65), sendo este constructo mais afetado pela expectativa dos usuários e imagem do serviço prestado. O constructo com menor média foi o valor percebido (média 6,73). Os constructos diferem de forma sistemática apenas para os perfis renda e idade, ou seja, à medida que a idade ou a renda aumentam, a tendência é de que exista uma melhor avaliação dos diferentes constructos.

O presente trabalho propõe um procedimento de valoração de marca a partir de uma modelagem por equações estruturais. Este estudo aponta inicialmente um modelo conceitual de valoração de marca baseado na linha comportamental, ou seja, nas percepções dos consumidores e não no valor monetário da marca. Para aplicação do procedimento proposto, foram escolhidas as marcas das operadoras de telefonia celular Vivo e Claro. A partir da modelagem por equações estruturais, ajustou-se o modelo teórico proposto a cada uma das marcas em questão. Com o modelo ajustado foi possível calcular não apenas o valor de marca para cada um dos consumidores, como todas as variáveis que o compõe. A possibilidade de se calcular o valor de marca para cada consumidor é extremamente inovadora, uma vez que nenhum dos modelos revistos na literatura científica aponta esta funcionalidade. Com a base de dados contendo o valor de marca para cada consumidor entrevistado, foi possível efetuar diversas análises estatísticas, que permitiram compreender de forma profunda quais variáveis mais impactam o valor das marcas, ou ainda quais são seus pontos fortes e fracos. Com isto, foi possível desenhar estratégias de marketing específicas para que cada uma das marcas aumente o seu valor. / The present study brings a procedure that measures brand equity using a structural equation modeling. This thesis proposes a conceptual model that measures brand equity based in a behaviorist approach, i.e., based on the consumers perception instead of monetary brand value. To apply this procedure two cellular phone operator brands were chosen: Vivo and Claro, and then, using structural equation modeling, it was possible to adjust the initial theory model to each brand. From the adjusted model it was possible to measure not only brand equity to each consumer, but all variables that are part of it. The possibility to measure brand equity to each consumer is extremely new, once no other models - reviewed in the scientific literature - pointed this feature. Using the database and the brand value to each interviewed consumer it was possible to make statistic analysis that allowed comprehending deeply which variables impact brand equity, or what are their strong and weak points. Then it was possible to make specific marketing strategies to each brand to increase their equity.

The primary aim of the research project presented in this thesis was to develop and test a comprehensive psychological model of interaction experience with news Web sites. Although news media have been publishing on the Web increasingly since the second half of the 1990s and news sites have become a favoured source of news for many, there is a lack of knowledge about news sites in terms of interaction-experience constructs and their structural relationships. The project aimed to examine people’s use of news sites from the perspective of interaction-experience research by developing a model and, based on this model, to provide guidance for designers of news sites. The project comprises three research phases: (1) exploratory phase, (2) modelling phase and (3) experimental phase. In the exploratory phase, a review of literature and an exploratory study of interaction experience with news Web sites were conducted. The latter explored how users of a particular news site interact with the site and which aspects of their experience they report. Data for the exploratory study were collected with an online questionnaire and by recording participants’ use of a news site under think-aloud instructions. In the modelling phase, an online questionnaire was used to collect answers to psychometric scales that were selected based on the literature review and the exploratory study. A measurement model was formulated to test the relationship between measurement items and the measurement scales, and structural models were formulated to test hypotheses related to the structural relationships of variables. Following the test results, a model of interaction experience with news sites was formulated to predict outcome measures of interaction experience from variables measuring aspects of interaction experience. Components of interaction experience, in turn, were predicted from measures of perceived news-site characteristics. In the experimental phase, an experiment was conducted to test the model of interaction experience with news sites in a controlled setting. Additionally, measures of person- and context characteristics were included in the prediction of components of interaction experience. The model of interaction experience with news sites was supported and accounted for a medium to substantial amount of variance in outcome measures. Finally, design guidance was derived from the model to advance interaction-experience knowledge, and conclusions were drawn regarding the model, in relation to existing research.

Lean system has drawn the attention of researchers and practitioners since its emergence in 1950s. This has been reflected by the increasing number of companies attempting to implement its practices and the large number of researchers investigating its effectiveness and identifying important contextual factors which affect its implementation. The rising level of interest in lean system has led to the emergence of three distinctive streams of literature. The first stream of literature has focused on the effectiveness of lean system. However, this literature was limited as it mainly examined the additive impact of lean practices on operational performance in the manufacturing context. The second stream of literature has focused on the role the accounting system in the lean context. In this body of literature, there was an agreement among researchers on the superiority of activity-based costing system (ABC) over the traditional accounting system in supporting the implementation of lean practices. However, most studies in this strand of literature were either conceptual or case-based studies. The third stream of literature has focused on the fit between business strategy and lean system. However, inconclusive results were reported in relation to the suitability of lean system to firms adopting the differentiation strategy and others adopting the cost leadership strategy. The aim of this study is to develop and empirically test a conceptual model which integrates the three distinctive streams of literature to extend their focus and overcome their limitations. More specifically, the model developed in the current study highlights not only the additive impact of lean practices but also the possible synergy among those practices in improving both operational and financial performance of service firms. In addition, the model brings to light the potential intervening role of ABC in the strategy-lean association. After identifying and reviewing the relevant literature, the socio-technical system theory and contingency theory were used to develop the conceptual model and associated hypotheses. A questionnaire instrument was designed to collect empirical data which was supplemented by objective data from the Financial Analysis Made Easy database in order to empirically test the conceptual model using partial least squares structural equation modelling (PLS-SEM). The findings of this study indicated that while the technical practices of lean service improved only the operational performance of service firms, the social practices enhanced both operational and financial performance. In addition, the two sets of practices positively interacted to improve firm performance over and above the improvement achieved from each set separately. Moreover, ABC was found to have a positive association with lean practice, and consequently an indirect positive relation with firm operational performance. Finally, both the differentiation and cost leadership strategy had a direct positive relationship with lean practices. However, while ABC was found to partially mediate the differentiation-lean association, it suppressed the cost leadership-lean association leading to a case of inconsistent mediation. The current study contributes to the current literature at different levels. First, at the theoretical level, this study develops a conceptual framework which crosses different streams of literatures mainly, lean system literature, management accounting literature (with focus on ABC), and business strategy literature. Unlike previous studies, by integrating the perspective of socio-technical system theory and contingency theory, the model (i) highlights not only the additive but also the synergistic effect of lean service practices on firm performance, (ii) brings to light the direct impact of ABC and business strategy on lean service practices and the intervening role of ABC due to which the business strategy is assumed to have also an indirect influence on lean practices, and (iii) offers an alternative view on how ABC can improve firm performance by enhancing other organisational capabilities (lean practices) which are expected to improve performance . Second, at the methodological level, unlike previous studies, this study includes a large number of lean service practices and contextual variables to report more precisely on the lean-performance association. In addition, the inclusion of the financial performance dimension-measured by secondary data- in the model besides the operational performance is critical to understand the full capability of lean service in improving firm performance. Further, employing a powerful statistical technique (PLS-SEM) provides more credibility to the results reported in this study. Third, at the empirical level, this study is conducted in the UK service sector. As such, this study is one of the very few studies that have reported on lean service and examined how the adoption of ABC and a specific type of business strategy can affect its implementation using empirical survey data from this context.