... Key words: Customer satisfaction analysis, MUSA method, Satisfaction importance modelling, Kano’s model. 1. INTRODUCTION To reinforce customer orientation on a day-to-day basis, a growing number ... importance preferences 4.1 Weight estimation using ordinal regression techniques between the derived importance (where M is the number of following co MODELLING PREFERENCES FOR CRITERIA IMPORTANCE ... HighDerived ImportanceStated ImportanceONE DIMENSIONAL Source: ARBOR, Inc., 1991 Figure 5: Dual importance window 5.2 Customer Motivation Window (Lowenstain, 1995) In true mathematical terms, the Customer...