Using the Importance - Satisfaction Matrix in Designing Relationship Marketing Strategies

AuthorConstantin, C.
PositionFaculty of Economic Sciences and Business Administration, Transilvania University of Brasov
Pages31-36
Bulletin of the Transilvania University of Braşov
Series V: Economic Sciences • Vol. 7 (56) No. 1 - 2014
USING THE IMPORTANCE -
SATISFACTION MATRIX IN
DESIGNING RELATIONSHIP
MARKETING STRATEGIES
Cristinel CONSTANTIN1
Abstract: This paper is about an instrumental research conducted in order
to identify the strong points and the weaknesses of a marketing tool used to
identify the relationship between the customer satisfaction regarding certain
product features and the importance given by customers to these
characteristics. The results of this research reveal the necessity to pay
special attention to the questionnaire designing in order to avoid some biases
given by the hallo effect or by using improper measurement scales. Even if
such a phenomenon may occur, the researcher should operate a
transformation that could help to a better discrimination in the importance
given to different product featu res.
Key words: IS matrix, relationship marketing, marketing research.
1 Faculty of Economic Sciences and Business Administration, Transilvania University of Braşov.
1. Introduction
The increasing competition and the
changing of the marketing paradigm in the
last years have faced companies with the
necessity to design new strategies focused on
strong relationships with their customers.
In order to find the best strategies and the
main product characteristics that should be
emphasised in the communication process,
companies have to put into practice proper
research meant to identify the correlations
between the importance of certain product
features and the customer satisfaction
regarding these ones.
We consider that the Importance –
Satisfaction matrix is a strong tool which
could be used to develop those relationship
marketing strategies with a high impact on
the target market of a company.
2. Literature review
Relationship marketing should be
defined in terms of customer satisfaction,
which is the main goal of every company.
In short, this one could be defined as a
range of marketing, sales, communication,
service and customer care approaches to
identify a company’s individual customers
in order to create a long term relationship
meant to obtain repetitive transactions to
the benefit of both parties [1].
Generally, the literature underlines the
shifting in the marketing paradigm from
transactions to relationships, which is
associated with the return of direct
marketing both in business-to-business and
business-to-consumer markets. When
producers and consumers directly deal
with each other, they can understand and

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