10.4225/03/59fab4cf9a10e Bennington, Lynne Lynne Bennington Cummane, James James Cummane Customer-Driven Research: The Enhanced Focus Group to Establish Value and Service Quality Monash University 2017 Service quality Customer Business-to-business research Value 1996 1959.1/35961 monash:6882 2017-11-02 06:01:50 Journal contribution https://bridges.monash.edu/articles/journal_contribution/Customer-Driven_Research_The_Enhanced_Focus_Group_to_Establish_Value_and_Service_Quality/5562277 This paper discusses a customer-driven research approach which overcomes many of the problems of existing market research techniques and integrates qualitative and quantitative techniques to provide insights into what creates value for customers. The approach described provides a variation on the Gap model and is illustrated in the context of business-to-business marketing. A by-product of the approach is that it acts as a very powerful impetus for service quality improvement.