Benchmarking Technique in E-Business Using the Galileo Method

We propose a benchmarking technique that is combined with customer's cognitive structures. Customer's cognitive structures are determined using a multi-dimensional scaling tool that has been often used in marketing to analyze customer's behaviors. In this paper, a unique multi-dimensional scaling method is used, not only to analyze customer's behaviors, but also to perform the proposing benchmarking analysis. To do this, a survey was conducted to obtain customer's cognitive data and the Galileo method was applied to this data to obtain customer's cognitive map. A benchmarking method was then proposed based on this cognitive map. The efficacy of the proposed benchmarking method is also discussed with another data set.

• Type: Journal
• Year: 2009
• Where: HICSS
• Authors: Cheul Rhee, Junghoon Moon, G. Lawrence Sanders, Young Chan Choe
• Keywords: Benchmarking, Biometrics, Cognitive, Customer, HICSS 2009