The impact of attitude strength on customer-oriented priority setting by decision-makers: An empirical investigation

A key question in marketing decision-making pertains to what makes decision-makers focus on various types of information in different ways. Particularly in relation to a key marketing and management variable such as customer satisfaction this is an important issue. Costly derived customer satisfaction measures need to provide customer-oriented guidance regarding where to prioritise. Traditional research on intelligence use has mainly focused on objective research attributes, such as research quality. In this article, however, we will adopt the idea that decision-makers weigh information differently based on their perception of its relevance. With respect to crucial customer satisfaction information this represents an exciting, but nevertheless unexplored field of research. The results of latent variable modelling show that the strength of decision-makers’ attitudes toward customer satisfaction leads to a differentiated usage of satisfaction intelligence. By taking this into consideration, management and intelligence providers will be able to more effectively disseminate customer satisfaction information and facilitate a more customer-oriented perspective within firms.