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Abstract
Techniques used to analyze customer service data need to be studied. Two primary analysis protocols, importance-performance analysis (IP) and gap score analysis (GA), are compared in a side-by-side comparison using data from two major customer service research projects. A central concern is what, if any, conclusion might be different due solely to the analysis technique employed. Although the results of the methodological comparisons rely on generally similar patterns in the data, strong differences in managerial decision recommendations are shown. This directs researchers' and managers' attention to the form of analysis as much as the data gathering instruments themselves. Such a methodological comparison also allows for a deeper understanding of the strengths and weaknesses of the two techniques, and leads to a discussion of the methodological issues underlying customer service analysis.
Parent Publication
Citation
Absher, James; Graefe, Alan; Burns, Robert. 2003. A methodological comparison of customer service analysis techniques. In: Schuster, Rudy, comp., ed. Proceedings of the 2002 Northeastern Recreation Research Symposium. Gen. Tech. Rep. NE-302. Newtown Square, PA: U.S. Department of Agriculture, Forest Service, Northeastern Research Station. 41-45
