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. 




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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