The asymmetric relationship between attribute-level performance and overall customer satisfaction

Industrial Marketing Management

An empirical study in the automotive industry suggests that the importance-performance matrix is potentially misleading: An attribute's importance depends on its current performance. Attributes thus need to be clustered, as Kano and our own work suggests, into basic, competitive, and excitement factors. 

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Publications

Pricing is the most important driver of profits; surprisingly, it is also the area most executives overlook.
This research shows how to overcome common Pricing misconceptions.
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