This research is a large-scale study of customers of printing frims that is designed to explore relations among importance ratings, and problem experiences in a way that identifies the most significant elements and drivers of staisfaction in the industry.

The reserach is based on dat garhered through an extensive questionnaire administrated tp 2,239 customers of 66 printing firms in Finland. The questionnaire were provided to customers as part of the GRAM project, a large national project funded by the European Social Fund, the Finnish Graphic Arts Employers Federation, the Finnish Graphic Arts Enployees Union, and provincial economice development agencies in Finland committed to improving the competitiveness of printing industries and employees.

The results of the reserarch for individual firms are confidential, proprietary dat but the researchers were able to utilise the whole dataset without identitifying firms for the purposes of the study.

For this study, the aggregate data were analyzed to produce descriptive statistics of importance and performance ratings. These were then subjected to gap analysis. Descriptive statistics were also claculated for problem experiences.

Correlation and factor analyses were conducted of customers' performance ratings with assassements of overall quality of firms. Regression as also used to produce key drivers of satisfaction.