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.