Measuring Consumer Satisfaction and Dissatisfaction Intensities to Identify Satisfiers and Dissatisfiers

Abstract

Identifying satisfiers and dissatisfiers (i.e., satisfying and dissatisfying product attributes) has long been a major research focus among scholars in various disciplines, including management, marketing and engineering. It is observed that CIT (critical incident technique) is frequently used in such research but it has some limitations. So the objective of this study is to suggest a companion research method, termed as ICT (intensity comparison technique), to complement the use of CIT in identifying satisfiers and dissatisfiers. In the demonstration and empirical validation of ICT, we find that this method is convenient to use and yields results that complement those of CIT. It is expected that this study can trigger future research through which the ICT can be further developed.