Common Optimal Scaling for Customer Satisfaction Models: a point to Cobb-Douglas’ form

The first aim of this paper is to present a singular algorithm of ALSOS’s (Alternating Least Squares with Optimal Scaling). It allows to assign the same scaling to all variables measured on the same ordinal scale in a categorical regression. The algorithm is applied to a regression model to measure and evaluate Customer Satisfaction (CS) in a sanitary case. The results seem to support the use of multiplicative models like Cobb-Douglas’s, to analyze how the overall CS of goods or services is shaped. According to this evidence, the second aim intend to suggest a theory about the overall CS very similar to theory about utility in Marginal Economics.