Finding out what matters most at SantaPark: The role of importance‐performance analysis

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

The success of any tourist attraction has always depended heavily on giving the customer what he or she wants. And since globalization has made it much easier for tourists to find a destination or attraction that best fulfills their requirements, customer satisfaction has never been more important. Get it right and the satisfied customer spreads the gospel, visitor numbers rise and everyone lives happily ever after. The reverse is, of course, also true. Shrewd companies do not take their customers for granted and routinely monitor satisfaction levels. Nevertheless, there is growing belief that such research is no longer enough. Sure, measuring the degree of contentment is a worthwhile exercise that few would argue against. But some analysts claim the greater potential for advantage lies in becoming more aware of exactly what it takes to keep the customer satisfied and how to accomplish it.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2006), "Finding out what matters most at SantaPark: The role of importance‐performance analysis", Strategic Direction, Vol. 22 No. 1, pp. 29-31. https://doi.org/10.1108/02580540610635924