The First National Broadminster Bank of Carpintaria (FNBOC) has recently launched a redesigned website for its loan services. Now is the time to check customers' reactions to the new site. So it hires consultants to survey customers' reactions to various aspects of the site and benchmark it against competitors' sites. The results of the consultant's work are summarized in Figure 18.20. They show both importance and performance scores for each aspect of the site's performance on a nine point scale, where 1 = very important/very good performance and 9 = not at all important/very poor performance.

(a) Draw an importance-performance matrix that indicates the relative priorities of each factor for improvement.

(b) What would you do about customers' perception of the site's aesthetics? 

(c) If you were the consultant doing this work, what other comments would you make to the bank?

Transcribed Image Text:

Ease of use Functionality Links Response time Aesthetics Reliability 1 2 3 4 5 6 7 8 9 A Key (O) Importance Performance Figure 18.20 Importance and performance scores for the bank's new loan website