Summit Motors' records indicate that less than 40% of its new car buyers remain loyal service customers after the first free service and the dealer is keen to increase the percentage to at least 50%. Some 14 different attributes have been identified as affecting the patronage of a service facility and a small survey has been conducted among new car purchasers who have bought cars during the past two years. Respondents were asked two questions about each of the identified attributes:

1. How important is the attribute?

2. How well did Summit Motors perform in terms of this attribute?

Mean importance and performance ratings from some 311 of 682 contacted previous buyers are shown in Table 10.23.

Questions

1. Plot the 28 attribute scores on a two-dimensional graph, the axes being
(a) importance of attributes and

(b) Summit's performance on the attributes.

2. How might Summit interpret this graphical representation of the data?