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The solution to the problem

The sequential driver analysis in customer satisfaction research.

Customer satisfaction research predominantly determines the relevance of key features through the use of linear or non-linear processes. From our standpoint, both approaches frequently miss the set objective. Our plea is for sequential driver analysis.

Action-relevance-matrices enjoy permanent popularity because they depict levels of satisfaction and relevance among customer contact points and reveal service characteristics in a clear form, while also highlighting problem areas and facilitating straightforward communication. Relevance is frequently determined by way of correlation or regression analysis; item dependency and the influence of third-party variables often remain hidden. The outcome is incorrect decisions that dictate improvement measures. The article presents the sequential driver analysis developed by us and analyses differences vis-a-vis alternative processes used to determine drivers based on example studies from different industries and for different target groups.

Publication download (published in Planning and Analysis, edition 6, 2012)

The solution to the problem

AUTHORSDr. Anita Petersen
Sven Slodowy
LANGUAGESGerman
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