Loyalty Matrix / Importance-performance Matrix

Question 1

loyalty matrix

axis

Answer 1

horizontal - NPS

vertical - NLS

Question 2

loyalty matrix

quadrants

Answer 2

upper right: pure loyalty

upper left: trapped loyalty

lower right: fake loyalty

lower left: disloyalty

Question 3

importance-performance matrix
vertical axis

Answer 3

The vertical axis of the importance-performance mapping shows which factors consumers consider important for a shop.

Question 4

importance-performance matrix
horizontal axis

Answer 4

The horizontal axis shows, for the same factors, how the consumer assesses the performance on each of these factors for a specific shop.

Question 5

importance-performance matrix
white diagonal line

Answer 5

The white diagonal line represents the consumer’s expectations: the shop is evaluated in the same way as the expectations of the consumer. Any deviation from the line means either a shortcoming (if the observation is above the line), or an unexpected gain (if the observation is below the line)

Question 6

importance-performance matrix

axis

Answer 6

horizontal - performance by supplier

vertical - importance to customer