The information provided by the analysis of importance scores may not be sufficient for carriers to identify specific areas that offer the greatest opportunity for strategic improvements. Certain attributes may be perceived by shippers as highly vital but shippers may have already been satisfied with the current service quality of these attributes. There is, therefore, no immediate need for carriers to invest resources and efforts to improve these attributes. Alternative, carriers should be concerned with attributes that are of moderate importance but with which shippers have not yet been satisfied. To identify specific service