Best practices in identifying customer-driven improvement opportunities

Research output: Contribution to journalArticlepeer-review

104 Scopus citations


This article makes a significant contribution to the literature by modifying traditional performance-importance analysis and by expanding customer-driven improvement models. The model significantly advances theory, addressing many important research issues and gaps. It is extremely useful to practitioners, providing a guide for identifying continuous and breakthrough improvement opportunities.

Original languageEnglish
Pages (from-to)455-466
Number of pages12
JournalIndustrial Marketing Management
Issue number6
StatePublished - Aug 2003


  • Continuous improvement
  • Customer satisfaction
  • Customer value
  • Customer-focused
  • Loyalty
  • Market orientation
  • Marketing strategy
  • Performance-importance analysis
  • Service quality
  • Total quality management


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