Title: Application of importance and satisfaction indicators for service quality improvement of customer satisfaction

Authors: Fei-Yun Chen; Shun-Hsing Chen

Addresses: Department of Marketing and Logistics Management, Yu-Da University of Science and Technology, No. 168, Hsueh-Fu Rd., Tan-Wen Village, Chao-Chiao Township, Miao-Li County, 361 Taiwan ' Department of Marketing and Logistics Management, Yu-Da University of Science and Technology, No. 168, Hsueh-Fu Rd., Tan-Wen Village, Chao-Chiao Township, Miao-Li County, 361 Taiwan

Abstract: In the contest of competitive differentiation and customer retention, both service quality and customer satisfaction have increasingly been identified as the major factors. Through integration of 'importance-satisfaction model (I-S model)' and 'performance control matrix (PCM)', this study provides a more complete evaluation model for improving service quality attributes. Due to limited business resources, the providers must plan appropriate strategies to control costs while improving service quality, so as to ensure a viable competitive edge. This study has been identified as the five attributes whose improvement should be noted as the first priority and the six attribute whose improvement should be given subsequently. These models can meet the important demands and improve the satisfaction level of customers, as well as promote the development of importance level investigations. This study shows that the I-S model and the PCM not only offer an excellent measuring model but also confirm the improvement attributes.

Keywords: customer satisfaction; importance-satisfaction mode; performance control matrix; PCM; importance indicators; satisfaction indicators; service quality improvement; competitive differentiation; customer retention; customer services.

DOI: 10.1504/IJSTM.2014.063567

International Journal of Services Technology and Management, 2014 Vol.20 No.1/2/3, pp.108 - 122

Available online: 17 Jul 2014 *

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