Utilizing relative weight analysis in customer satisfaction research

For customer satisfaction researchers, key driver analysis is a common practice to understand what product and service attributes are most important in driving the overall customer experience, typically measured by overall satisfaction or the Net Promoter question.

Introduction

Market-oriented companies use feedback from the marketplace to drive strategic and tactical decisions (Kohli & Jaworski, 1990; Narver & Slater, 1990). From a customer retention perspective, market researchers often implement customer satisfac