Convergent Validity of Two Qualitative Methods for Examining Assymetric Contributions of Product Attributes to Global Satisfaction

This article deals with the convergence of two qualitative methods (the critical incident technique and the focus group technique) researchers may use for categorizing attributes in relation with overall customer satisfaction. Our results show that both methods provide different results. Additionally, we develop a new approach to improve attribute categorizations that and specifically the managerial task of effort prioritization to improve customer satisfaction.