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)
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