Question
Topic: Research/Metrics
Servqual Customer Satisfaction Survey
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With customer satisfaction research on basis of the SERVQUAL method, there are 5 categories with multiple items within each category. Then you can ask for each item, customers' satisfaction with that item and how important they consider that item. The results can then be visualized in an importance-satisfaction matrix. So far, so good.
But next you sometimes see researchers asking an additional question that asks the respondent to divide a 100 points over the 5 categories on the basis of how important that category is to the respondent. My question is what the role is of this question? After all, you already have asked for the importance at the item-level? If you want to know the importance of a category, it seems to me more reliable to look at the average importance-scores on the items within that category (after all, these are more concrete than the abstract descriptions of the categories)?
Am wondering if anyone knows what the function of the additional question is.
Regards,
Nick