Purpose – There is a pressing need for practitioners to adopt viable analytic procedures that may help them optimize resource allocation to strengthen customer satisfaction. This paper reviews a range of procedures used for measuring customer satisfaction that are identified in the literature...

Purpose – Importance‐performance analysis (IPA) is a simple marketing tool commonly used to identify the main strengths and weaknesses of a value proposition. The purpose of this paper is to propose a revision of traditional IPA prompted by intuitions arising from the three‐factor theory...