Two dimensions of attribute importance

Abstract

Purpose This study aims to consider how the consumer ascribes importance to attributes that define a given product or service consumption experience relative to the extent that they contribute to satisfaction. Two separate dimensions of attribute importance are conceptualized, contrary to the more common view that there exists only a single form of importance. A hypothesis of how each type of importance changes throughout a consumption event is constructed in order to illustrate the nature of each importance dimension and how they operate in tandem. Design/methodology/approach Survey data taken from tourists who were asked to evaluate attributes describing a travel destination are used to illustrate how each type of importance changes. Findings Changes in each type of attribute importance occurred as predicted. Evidence indicates that the differences between the two types of attribute importance diminish as the consumption experience unfolds. Research limitations/implications In addition to validating the theoretical underpinnings of this conceptualization of attribute importance, the study illustrates the usefulness of a framework developed to measure each type of importance. Practical implications Importance performance analyses, commonly used by organizations to evaluate and improve product and service performance, should recognize and incorporate these two separate types of attribute importance. Originality/value The study provides a new conceptualization of attribute importance.