Stakeholder preference and stated vs derived importance satisfaction research
Steven J. Greenland
Swinburne University of Technology, Australia
Ian A. Combe and Andrew M. Farrell
Aston Business School, UK
Introduction
This paper reports a real-life case study involving a substantial customer satisfaction research initiative undertaken by an international bank and an international market research agency. The research makes two key contributions. First, it addresses a significant knowledge gap concerning stakeholder methodological preferences and their potential impact upon market research outcomes. Second, it informs the ongoing debate regarding the use of stated versus derived importance measures in satisfaction evaluation. To...