Criteria ranking on relevance by a group

Knowing on which criteria the firm scores below the top quarter is not enough. To justify managerial measures, one also needs to know how much importance customers attach to these criteria. To this end, the enquiry was extended to enable ranking of the criteria according to their importance to the customer. The customer is asked to rank all criteria on relevance and to scale them on relevance on a scale of one to ten. Figure 5.3 is an example of how one customer might scale relevance for all six criteria.

Figure 5.1 Normal distribution: Number of competitors and scores

Figure 5.1 Normal distribution: Number of competitors and scores

Figure 5.2 Normal distribution: Number of competitors and scores

Figure 5.2 Normal distribution: Number of competitors and scores

-Timeliness

-Reliability -Communication

-Image

-Collaboration

-Requirements/ specifications

Figure 5.3 Example of relevance scaling Table 5.4 Criteria ranking (averages)

Criterion Relevance

Communication 8.25

Reliability 8.13

Delivery times 8.13

Eye for customer's interests 7.88

Quality control 7.25

Image 4.88

Statistical analysis

The results of all enquiries are analysed to show the ranking of all six criteria by the group of customers. This is done by averaging all rankings. The average ranking is shown in Table 5.4

Based on this outcome, the firm might discard the criterion image in future enquiries.

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