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The factor structure of customer satisfaction An empirical test of the importance grid and the penalty‐reward‐contrast analysis

The factor structure of customer satisfaction An empirical test of the importance grid and the... There is growing evidence that service quality attributes fall into three categories of factors that have a different impact on the formation of customer satisfaction. However, it is not clear which analytical procedure best identifies these factors. Vavra proposed a two-dimensional importance grid based on customers' self-stated importance and derived importance using regression analysis. It is based on the assumption that there is a difference between self-stated and derived importance and that by combining these importance weights, three groups of product or service attributes can be identified. Using data collected to measure customer satisfaction with the service of the IT department of a hospital, the authors test the underlying assumptions of the importance grid. They seem to be correct. When the results are compared with the penalty-reward contrast analysis developed by Brandt, the two methods do not yield the same results. Therefore, the convergent validity of the importance grid has to be questioned. The paper closes with a discussion of the implications for research and practice. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Service Industry Management Emerald Publishing

The factor structure of customer satisfaction An empirical test of the importance grid and the penalty‐reward‐contrast analysis

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References (32)

Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
0956-4233
DOI
10.1108/09564230210445078
Publisher site
See Article on Publisher Site

Abstract

There is growing evidence that service quality attributes fall into three categories of factors that have a different impact on the formation of customer satisfaction. However, it is not clear which analytical procedure best identifies these factors. Vavra proposed a two-dimensional importance grid based on customers' self-stated importance and derived importance using regression analysis. It is based on the assumption that there is a difference between self-stated and derived importance and that by combining these importance weights, three groups of product or service attributes can be identified. Using data collected to measure customer satisfaction with the service of the IT department of a hospital, the authors test the underlying assumptions of the importance grid. They seem to be correct. When the results are compared with the penalty-reward contrast analysis developed by Brandt, the two methods do not yield the same results. Therefore, the convergent validity of the importance grid has to be questioned. The paper closes with a discussion of the implications for research and practice.

Journal

International Journal of Service Industry Management – Emerald Publishing

Published: Oct 1, 2002

Keywords: Penalty costs; Reward

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