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Importance‐performance analysis (IPA) is a simple marketing tool commonly used to identify the main strengths and weaknesses of a value proposition. The purpose of this paper is to propose a revision of traditional IPA prompted by intuitions arising from the three‐factor theory of customer satisfaction. The ultimate goal is to propose a decision support method, which is as simple and intuitive as the original IPA, but more precise and reliable than the solutions proposed thus far.

In order to estimate indirect measures of attribute importance, the study uses the coefficients of a multiple regression with overall satisfaction ratings as the dependent variable. Additional calculations are then introduced in order to manage non‐linear effects.

Using empirical data from a survey among 5,209 customers of a European bank, the authors show how the proposed method can be more accurate than other solutions, especially as disregarding non‐linear effects can prompt sub‐optimal marketing decisions.

While the procedure in this study is applicable to any service business, the paper does not claim external validity for the numerical results of the empirical application: the authors acknowledge that only one dataset has been used. The authors' goal is merely to demonstrate a revised approach to IPA.

First, the authors assert the need for an explicit distinction between the use of IPA for customer acquisition vs customer retention purposes. These two cases refer to distinct moments in the customer relationship life cycle and thus require separate analyses. The authors then propose a specific method for customer retention IPA. On this basis, they generate two priority charts: one for the purpose of maximizing customer satisfaction and one for the purpose of minimizing customer dissatisfaction.

To investigate the theoretical foundations of price as a multi‐dimensional component of value and to examine the nature of the relationship between price‐attribute perception and overall price evaluation.

The economic theory of the distribution of surplus across customers and the equity theory are used to develop the hypotheses about the multi‐dimensional nature of the price construct. Prospect theory is used to predict the relationship between price‐attribute performance and overall price evaluation. Data were collected through a structured questionnaire regarding mobile communications operators in Italy. After carrying out a principal factor analysis, several regression models were run to test the hypotheses.

The results confirm that price is a multi‐dimensional construct (i.e. made up of cheapness, fairness and variety), yet they do not fully support the prospect theory predictions.

Multi‐item price measurement scales need to be further developed and validated. The theoretical framework needs to be further validated in other industries to assess the external validity of these findings.

Different dimensions of price represent different “evaluation categories”, all related to importance, yet vastly different in how one ought to respond to each of them. For price dimensions showing an asymmetric relationship with overall price evaluation, relative importance is a function of performance.

This paper extends the price conceptualization from a uni‐dimensional to a multi‐dimensional construct and suggests an integration of prospect theory. It offers a contribution for research on evaluation measurement procedures as well as on price and value management.

This paper focuses on customer value analysis and measurement, framing customer value management as one of the main antecedents of the company value-creation process. The paper builds on three main pillars. First, the paper highlights the critical role of customer value in business-to-business markets, focusing on the links between the company's ability to manage customer value-creation processes and the positive financial and economic outcomes generated by loyalty effects. Secondly, the paper develops key analytical stages for an understanding of customer value. The focus is on the customer value-chain concept, including consideration of the customer information and acquisition process and its decision rules. Third, the paper illustrates the measurement process, offering an organizational framework for selecting the most suitable method for measuring perceived customer value. The methodological alternatives range from desk measures (e.g., technical computation of the total cost of ownership (TCO)) to field analysis, like those considered under both compositional and the decomposition approaches (e.g., conjoint analysis). The paper concludes with remarks on the managerial implications of these measures, as well as offering suggestions for further research on value for the customer.

There is a pressing need for practitioners to adopt viable analytic procedures that may help them optimize resource allocation to strengthen customer satisfaction. This paper reviews a range of procedures used for measuring customer satisfaction that are identified in the literature and tests which procedures might be more useful to practitioners.

Customer satisfaction measurement procedures developed in the literature are reviewed to assess the non‐linear and asymmetric relationship between attribute performance and overall satisfaction. A convergent validity test between the two measurement procedures that the review suggests are the most suitable for application in practice is then conducted to discover the relative merits of each. The test is based on an empirical investigation carried out in the mobile communication industry.

Two measurement procedures were identified as the most appropriate to practitioners, “regression with dummy variables” and the “Importance Grid”. These were compared using a convergent validity test, which revealed a lack convergent validity between the two. Discussion about the reliability of the two procedures and the implications for practice is provided. On balance, the regression with dummy variables was identified as the better approach.

The paper highlights the importance that recognition is given to the non‐linear and asymmetric response of customer satisfaction to the performance of different product/service attributes if appropriate decisions are to be made for allocating marketing resources. While research on customer satisfaction has emphasized the need to account for the non‐linear and asymmetric relationship between attribute performance and overall satisfaction, no effort has been made to disseminate these insights fully among practitioners. Since understanding the relationship between attribute performance and overall satisfaction is paramount if resource allocation to improve attribute performance is to be prioritized correctly, there is a pressing concern to move customer satisfaction programs closer to the theory predictions. A range of measurement procedures is reviewed and compared. Through this work, academics and practitioners may gain further insight into procedures for measuring customer satisfaction and an understanding of the relative benefits and limitations of the procedures that may be adopted.

This first paper examines total benefits and total costs of product–service designs as antecedents to customer value assessment. It introduces the reader to all the papers in this volume. The first half of the paper offers a model of customer value assessment. This section describes research studies in industrial marketing contexts that illustrate the core propositions in the model. The second half of the paper provides brief introductions to the papers in this volume; these papers offer further evidence supporting the view that discontinuous innovations offer superior customer value but customers tend to eventually become increasingly comfortable with the status quo and move away from adopting superior proven technologies. This paper advocates being mindful of the marketplace dynamics affecting value. The volume serves to increase knowledge and understanding of the dynamic forces affecting changes in customer value.

Given the ways in which the research pressures on university staff are becoming seemingly ever greater, an issue of the European Journal of Marketing that is given over to a survey of the kinds of research initiatives which are currently being carried out is timely. The study which provides the basis for this was conducted between December 1994 and February 1995, with questionnaires being sent to staff in universities throughout Europe. At the time the final selection was made, a total of 150 responses had been received from 18 countries.

The paper aims to analyse the meaning and extension of discretionary power of social service professionals within network-based interventions.

Empirically, the paper is based on a case study of a network-based policy involving private and public organisations in the Northeast of Italy (Province of Trento).

The paper identifies netocracy as a social policy logic distinct from bureaucracy and professionalism. What legitimises netocracy is neither authority nor expertise but cooperation, the activation of connections and involvement, considered “good” per se. In this framework, professionalism and discretion acquire new and problematic meanings compared to street-level bureaucracy processes.

Based on a case study, the research results cannot be generalised but pave the way to further comparative investigations.

The paper reveals that the position of professionals in netocracy is to some extent trickier than that in a bureaucracy because netocracy seems to have the power to encapsulate them and make it less likely for them to deviate from expected courses of action.

Combining different literature streams – street level bureaucracy, professionalism, network organisations and welfare governance – and building on an original case study, the paper contribute to understanding professionalism in welfare contexts increasingly characterised by the combination of bureaucratic, professional and network logics.

This opening chapter sets a frame for the chapters of this volume, dealing with how the dynamic dialectic interplay between forceful global societal forces and context shape humanity’s education response in various parts of the world. “Context” as a perennial threshold concept in Comparative and International Education is explicated. It will then be explained how, during its long historical evolution, scholars in the field each time had to contend new contexts, or reconceived the notion of “context” in a new way. Subsequently the problems of an overly fixation on the historical and the present, to the detriment of the future, and inertia are extant in the field, will be explained. The unprecedented, seismic changes currently impacting on the societal context worldwide, will then be enumerated. These changes can be subsumed under the collective name of globalization. The concept globalization is then clarified, and the take of the scholarly community on the impact of globalization on education is then mapped and interrogated. The authors’ stance on this is stated, namely that a dynamic interplay between global focus and contextual realities shape education in various parts of the world. It is in this theoretical frame that the remainder of the chapters of the volume is presented, combing out the main features of education development in each part of the world, as a dialectic between global forces and contextual imperatives.