An integrated dominance analysis and dynamic programing approach for measuring predictor importance for customer satisfaction

Dominance analysis is a procedure for measuring the importance of predictors in multiple regression analysis. We show that dominance analysis can be enhanced using a dynamic programing approach for the rank-ordering of predictors. Using customer satisfaction data from a call center operation, we demonstrate how the integration of dominance analysis with dynamic programing can provide a better understanding of predictor importance. As a cautionary note, we recommend careful reflection on the relationship between predictor importance and variable subset selection. We observed that slight changes in the selected predictor subset can have an impact on the importance rankings produced by a dominance analysis.