Using the Importance – Satisfaction Matrix in Designing Relationship Marketing Strategies

Abstract

This paper is about instrumental research conducted in order to identify the strong points and the weaknesses of a marketing tool used to identify the relationship between customer satisfaction regarding certain product features and the importance given by customers to these characteristics. The results of this research reveal the necessity to pay special attention to the questionnaire design in order to avoid some biases given by the Hallo effect or by using improper measurement scales. Even if such a phenomenon may occur, the researcher should operate a transformation that could help to better discriminate in the importance given to different product features.