Analysis of Improvement Factors for Local Settlement Intention of Natives of Local City Focused on Experience of Relocating at Entrance into University and a Hometown Area: Proposal and Application of a Customer Satisfaction Analysis Based on a Three-dimension Customer Satisfaction Space

Abstract

Half the municipalities in Japan might disappear because of depopulation by 2040. The reasons for this include relocating from a hometown to the Tokyo area with getting employment or entering into university. Therefore, it is considered that each municipality is required to understand the factors for local settlement and to promote local settlement through the U-turn or J-turn. Customer satisfaction (CS) analysis is among the methods for searching improvement factors using CS space which has an axis of satisfaction degree of each evaluation item and axis of importance which are simple correlation coefficients between a comprehensive evaluation and each evaluation item. But above-mentioned general CS analysis is problematic in which each importance of each evaluation item cannot be deemed a unique improvement effect. Based on these backgrounds, we newly propose three-dimension CS space which enable CS analysis considering both the simple improvement effect and unique improvement effect of each evaluation item. We also explore the improvement factors for the local settlement intention of natives of a local city in Japan focusing on the experience of relocating at entrance into university and a hometown area applying CS analysis based on the three-dimension CS space.