Abstract
This paper describes two interconnected methodologies for soliciting customers' expectations of suppliers (of products or services) and for measuring satisfaction against these expectations. The first of these procedures identifies Key Purchase/Evaluative Criteria and takes the form of a structured interview. It pursues the customers unaided spontaneous identification of the critical and essential attributes necessary to meet (or exceed) their expectations. The focus in on individual customers' operational definitions of these attributes and their view of importance.
The second, Report Card methodology, incorporates these criteria into a standardized measurement scheme designed to elicit how well expectations had been met. The format of this Report Card can be described as analogous to a Chinese menu with specific core items accompanied by key attributes and other customized items from which to choose.
Both methodologies rate suppliers and the suppliers' competitors identified as such by individual respondents.
Results include gap analyses of these ratings against the ratings of suppliers and against the maximum possible score. Results are presented in the customers' words and include a “How to Think About This” interpretation that shapes recommendations.
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