Analysis Capabilities

ANALYZING CUSTOMER SATISFACTION SURVEY RESULTS
USING GAP ANALYSIS

Quadrant analysis is very useful in visualizing the relationship between importance and satisfaction ratings. The technique, however, does not explicitly identify the gaps that may exist between importance and satisfaction. Even though a performance attribute appeared in the "high importance and high satisfaction" quadrant, a large gap could exist between the importance and satisfaction ratings. Large gaps between importance and satisfaction rating usually draw attention to problems that must be corrected. Small gaps signify strengths.

A gap analysis (using the same sample data as the quadrant analysis) is illustrated below. "Product availability" and "problem notification" are associated with the biggest gaps. The next largest gap is "complaint handling". The smallest gap occurs with "knowledgeable sales reps". Three performance attributes registered "negative" gaps where average satisfaction exceeds average importance: "knowledgeable sales reps", "product design assistance provided" and "accurate invoices". Negative gaps are another indication of possible "overkill" situations.