In today’s marketplace, no firm can maintain its agility without having a comprehensive understanding of how its products and services are being perceived by its end users. Satisfied customers not only tend to remain loyal, but also act as active promoters of a company’s commodities and services. Empirically, reduction in revenues and falls in the market shares tend to also be preceded with declines in customer satisfaction ratings. Hence, customer satisfaction research provides firms with an indispensable early warning system against potential market threats and allows them to deal with looming problems before they turn into full-blown crisis.

PARS can help firms gain a better understanding of how their products and services are being perceived by their current customers, allowing them to identify critical performance variables that directly relate to satisfaction and dissatisfaction. PARS can also help firms better focus their scarce resources on addressing issues that are having the most impact on their customers’ satisfaction or the lack thereof.