Purposes: The purpose of this paper is to compare several approaches to Importance-Performance Analysis (IPA) and show how different criteria can be used for dividing the IPA matrix to decision-making fields. Methodology: The authors performed the IPA analysis basing on the data collected in customer satisfaction survey. The survey was conducted from January to April 2016 in selected dentist’s surgeries in cities Żywiec and Bielsko-Biała (southern Poland). Over 200 questionnaires were distributed, 100 of them returned. The data was used to generate and compare several forms of IPA matrix. Findings: The study showed how the assumed form of the matrix can determine the qualification of the same attribute to different decision field. Practical implications: The study may facilitate the selection of appropriate form of matrix used in customer satisfaction surveys. It may be useful in future studies on adequate approach to IPA analysis. Originality: The paper is based on unpublished, own study.

Purpose: The purpose of this paper was to compare three models of customer satisfaction with supermarkets in Poland. Authors decided to verify what kinds of satisfaction models are appropriate for describing relations between customer satisfaction and other constructs. Methodology: The authors used structural equation modelling (SEM) to test and validate models containing several latent variables, such as perceived quality, perceived value and customer expectations. All of them were equipped with proper manifest variables, measured in a survey. The survey questionnaires were distributed using snowballing method. Findings: Verified models confirmed the significant impact of perceived quality on customer satisfaction and these two variables demonstrated the highest correlation. The study showed that the customer satisfaction reaches higher determination in more complicated models, such as value-based model and confirmation model. The study also showed that customer expectations don’t have a direct impact on customer satisfaction. Practical implications: This paper shows various structures of construct influencing customer satisfaction in a specific branch – supermarkets in Poland. These findings can be used in future studies on customer satisfaction, especially in constructing different models of satisfaction. Results may allow managers to understand what factors shape customers satisfaction and what to improve at supermarkets. Authenticity: This paper is based on an unpublished, authors’ own study.

In the evolving digital marketplace, consumer behaviour is increasingly shaped by green marketing strategies, particularly in the context of sustainable consumption. This study aims to examine the mechanisms through which green content marketing and green affiliate marketing influence green variety-seeking shopping behaviours, with particular attention to the role of green shopping motives and the effectiveness of marketing strategies. As traditional retail methods face limitations, digital marketing channels provide new avenues to engage consumers through personalized and dynamic content. Using the Theory–Context–Characteristics–Methodology (TCCM) framework, this research systematically examines the existing literature to identify key theories, contexts, characteristics, and methodologies relevant to variety-seeking behaviours towards green products. The study explores the psychological and behavioural drivers behind shopping choices, offering insights into why consumers exhibit variety-seeking behaviour when purchasing green products. The results indicate that effective green content and affiliate marketing drive variety-seeking behaviour in green shopping, with consumer motives serving as a key mediating factor. The conceptual model developed in this study provides a structured understanding of how modern marketing strategies shape consumer preferences and engagement with green products. This study offers a future research agenda and practical implications for marketers and retailers. By understanding these influences, businesses can refine their marketing strategies to strengthen green shopping motives, encourage sustainable consumption over traditional consumption, and adapt to the dynamic retail landscape.

The purpose of this paper is to show the relation between job satisfaction and proactive behaviour. Existing studies clearly indicate the impact of proactive attitude on job satisfaction. The authors’ objective was to verify this relation, assuming reversed hypothesis. Therefore their intention was to establish to what extent job satisfaction affects proactive attitude. Structural equation modelling (SEM) was implemented to test and verify the micromodel containing two latent variables: job satisfaction (exogenic) and proactive behaviour (endogenic). Both of them were equipped with relevant manifest variables, measured in a survey. The survey questionnaires were distributed using snowballing method and the model was tested on the sample of 292 employees. The verification process came out positive and provided necessary data to support the assumed hypothesis. However the model fit was problematic in a sense that it requires verification of the measurement model in order to increase the internal consistency of the set of variables used. These findings can contribute to future studies on job satisfaction. The article points out that as the active attitude is the result, rather than the factor of the job satisfaction, it can be of great importance to people managing human resources.

Analiza importance-performance jest ciekawym narz?dziem badawczym, szczeg?lnie u?ytecznym w badaniach satysfakcji klienta.Wprowadzenie Analiz? IPA (Importance-Performance Analysis) po raz pierwszy zaproponowali J. Martilla and J. James1. G??wnym jej za?o?eniem jest pomiar dw?ch zmiennych, tj. wa?no?ci poszczeg?lnych kryteri?w i ich spe?nienia w stosunku do produktu b?d? us?ugi. Analiza daje informacje, co jest wa?ne dla badanych i w jakim stopniu spe?nia ich oczekiwania, a jej forma graficzna (macierzowa) umo?liwia identyfikacj? czynnik?w, kt?re wymagaj? m.in. natychmiastowej poprawy. Celem artyku?u jest pokazanie r?nych rozwi?za? analizy IPA, co mo?e by? przydatne badaczom w celu doboru w?a?ciwego podej?cia. Analiza IPA W?a?ciw? drog? do poznania potrzeb klient?w, mo?liwo?ci ich zaspokojenia, satysfakcji z dokonanego zakupu jest regularne przeprowadzanie bada?2. W?r?d narz?dzi wykorzystywanych w badaniach satysfakcji klienta cz?sto wykorzystywana jest analiza IPA. Analiza IPA to proste narz?dzie, stosowane po to, aby lepiej zrozumie? zadowolenie klient?w i wskaza? obszary, kt?re wymagaj? priorytetowego potraktowania, tzn. musz? zosta? poprawione natychmiast. Jest narz?dziem pozwalaj?cym naukowcom i praktykom diagnozowa? mocne i s?abe strony produktu/us?ugi, wskaza?, kt?re atrybuty produk- 1 J. Martilla, J. James, Importance-Performance analysis, Journal of Marketing, vol. 41, no. 1, 1977, s. 77-79. 2 E. Prymon-Ry?, Kreowanie warto?ci w procesie dystrybucji us?ug ubezpieczeniowych - wyniki bada? jako?ci kontaktu us?ugowego, [w:] Zarz?dzanie warto?ci? przedsi?biorstwa, Uniwersytet Szczeci?ski. Zeszyty Naukowe nr 686. Finanse, Rynki Finansowe, Ubezpieczenia nr 47, Uniwersytet Szczeci?ski 2011, s. 350. tu/us?ugi wymagaj? poprawy, natychmiastowego dzia?ania, kt?re nale?y monitorowa?, pomimo ?e zosta?y dobrze ocenione3. W trakcie bada? respondenci - klienci, pracownicy - oceniaj? zestaw odpowiednio dobranych czynnik?w p