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MODELLING IMPORTANCE PREFERENCES IN CUSTOMER SATISFACTION SURVEYS

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Customer satisfaction measurement, through MUSA model, provides the analysts with the highest and lowest performance indicators, pointing out the leverage opportunities and the weaknesses of the company. An extension of the MUSA methodology for modelling customer importance preferences for service characteristics is presented in this paper. Several approaches in the context of multiobjective linear programming are examined, which give the ability to compare derived and modelled weights of the satisfaction dimensions and to introduce the principles of Kano’s model to MUSA methodology. Finally, the results of an application of the MUSA extension to an educational organization are presented in this | MODELLING IMPORTANCE PREFERENCES IN CUSTOMER SATISFACTION SURVEYS E. Grigoroudis(1), Y.Politis(1), O. Spyridaki(1) and Y. Siskos(2), (1) Technical University of Crete Decision Support Systems Laboratory University Campus, 73100 Chania, Greece Tel. +30-8210-37346 / Fax +30-8210-64824 Email: vangelis@ergasya.tuc.gr (2) University of Piraeus Department of Informatics Karaoli Dimitriou 80, 18534 Piraeus, Greece Tel. +30-10-4142260 / Fax +30-10-4142264 Email: ysiskos@unipi.gr ABSTRACT Customer satisfaction measurement, through MUSA model, provides the analysts with the highest and lowest performance indicators, pointing out the leverage opportunities and the weaknesses of the company. An extension of the MUSA methodology for modelling customer importance preferences for service characteristics is presented in this paper. Several approaches in the context of multiobjective linear programming are examined, which give the ability to compare derived and modelled weights of the satisfaction dimensions and to introduce the principles of Kano’s model to MUSA methodology. Finally, the results of an application of the MUSA extension to an educational organization are presented in this paper. Key words: Customer satisfaction analysis, MUSA method, Satisfaction importance modelling, Kano’s model. 1. INTRODUCTION To reinforce customer orientation on a day-to-day basis, a growing number of companies choose customer satisfaction as their main performance indicator. However, customer satisfaction must be translated into a number of measurable parameters directly linked to several aspects of a company’s products/services or else it will remain an abstract and intangible notion. Measurement will provide the analysts with the highest and lowest performance indicators, pointing out the leverage opportunities and the weaknesses of the company. It often happens that derived importance by a preference disaggregation model differs from the stated importance. By the term stated importance we .