Stated‐importance versus derived‐importance customer satisfaction measurement

Abstract

This study aims to compare the customer satisfaction index (CSI) based on two approaches: stated‐importance and derived‐importance approaches. The stated‐importance approach uses both importance and performance scores in constructing the CSI, while the derived‐importance approach uses regression analysis to derive the betas for calculating CSI. The results show that the stated‐importance approach has achieved a higher CSI (79.1 percent) than that of the derived‐importance approach (57.4 percent). Both approaches find that the aspects of rooms and employees are the most important factors in driving customer satisfaction. Strengths and weaknesses of the two approaches are discussed.