Identifying the factor structure of customer satisfaction by modified importance-performance analysis

Importance-performance analysis is a simple and widely used analytical technique that can assist practitioners in prioritising service attributes when enhancing customer satisfaction. Recent research in customer satisfaction, however, suggests that customer satisfaction can be classified into factors so that managers can make better decisions about how resources should be allocated to improve customer satisfaction. The aim of this research is to develop a typology of customer satisfaction as well as enhance traditional importance-performance analysis, and to discuss the implications that the suggested typology has on the management of customer satisfaction within service industries.