Customer satisfaction analysis: Identification of key drivers

Abstract

A problem of identifying key drivers in customer satisfaction analysis is considered in relation to Kano theory on the relationship between product quality and customer satisfaction using tools from cooperative game theory and risk analysis. We use Shapley value and attributable risk techniques to identify priorities of key drivers of customer satisfaction, or key dissatisfiers and key enhancers. We demonstrate the theoretical and practical advantages of Shapley value and attributable risk concepts in elaborating optimal marketing strategy.