section 4: importance-satisfaction analysis · note: the i-s rating is calculated by multiplying...

Section 4:

Importance-Satisfaction Analysis

Arlington County 2018 Resident Survey Findings Report

ETC Institute (2018) Page 66

Importan

ce‐Satisfaction Analysis

Importance-Satisfaction Analysis Arlington County, Virginia

Overview Today, County officials have limited resources which need to be targeted to activities that are of the most benefit to their citizens. Two of the most important criteria for decision making are (1) to target resources toward services of the highest importance to citizens; and (2) to target resources toward those services where citizens are the least satisfied. The Importance-Satisfaction (IS) rating is a unique tool that allows public officials to better understand both of these highly important decision making criteria for each of the services they are providing. The Importance-Satisfaction rating is based on the concept that cities will maximize overall citizen satisfaction by emphasizing improvements in those service categories where the level of satisfaction is relatively low and the perceived importance of the service is relatively high.

Methodology The rating is calculated by summing the percentage of responses for items selected as the most important services for the County to emphasize over the next two years. This sum is then multiplied by 1 minus the percentage of respondents that indicated they were positively satisfied with the County's performance in the related area (the sum of the ratings of 4 and 5 on a 5-point scale excluding “don't knows”). “Don't know” responses are excluded from the calculation to ensure that the satisfaction ratings among service categories are comparable. [IS=Importance x (1-Satisfaction)]. Example of the Calculation. Respondents were asked to identify the major categories of overall services they thought were most important. Forty percent (39.9%) ranked “maintenance of County streets” as the one of the most important overall services. With regard to satisfaction, “maintenance of County streets” was ranked fourteenth overall, with 55% rating it as a “4” or a “5” on a 5-point scale, excluding “don't know” responses. The I-S rating for “maintenance of County streets” was calculated by multiplying the sum of the most important percentages by 1 minus the sum of the satisfaction percentages. In this example, 39.9% was multiplied by 45% (1-0.55). This calculation yielded an I-S rating of 0.1796, which was ranked first out of fifteen overall service categories.



Importan


The maximum rating is 1.00 and would be achieved when 100% of the respondents select an activity as one of their top choices to emphasize over the next two years and 0% indicated that they are positively satisfied with the delivery of the service. The lowest rating is 0.00 and could be achieved under either one of the following two situations:

if 100% of the respondents were positively satisfied with the delivery of the service

if none (0%) of the respondents selected the service as one of the most important areas for the County to emphasize.

Interpreting the Ratings Ratings that are greater than or equal to 0.20 identify areas that should receive significantly more emphasis over the next two years. Ratings from .10 to .20 identify service areas that should receive increased emphasis. Ratings less than .10 should continue to receive the current level of emphasis.

Definitely Increase Emphasis (IS>=0.20)

Increase Current Emphasis (0.10<=IS<0.20)

Maintain Current Emphasis (IS<0.10) The importance-satisfaction results for each individual service area are provided on the following pages.



Importance-Satisfaction RatingArlington County, Virginia

Overall

Category of ServiceMost

Important %

Most Important

RankSatisfaction

%Satisfaction

Rank

Importance-Satisfaction

RatingI-S Rating

Rank

High Priority (IS .10-.20)

Maintenance of County streets 40% 3 55% 14 0.1796 1Management of traffic flow on County streets 29% 5 46% 15 0.1550 2

Medium Priority (IS <.10)Quality of police services 63% 1 85% 3 0.0938 3Quality of County's human services 19% 9 63% 12 0.0703 4Efforts to help preserve/protect environment 21% 8 67% 11 0.0683 5Quality of County parks/recreation programs 34% 4 85% 4 0.0516 6Quality of County's water/wastewater services 24% 6 79% 6 0.0494 7Quality of fire/emergency med/ambulance services 60% 2 93% 1 0.0421 8Quality of County emergency preparedness services 21% 7 81% 5 0.0403 9Enforcement of County codes and ordinances 8% 13 55% 13 0.0374 10Effectiveness of County communication with public 11% 11 72% 9 0.0305 11Customer service you receive from County employees 10% 12 78% 7 0.0229 12Quality of County's stormwater runoff system 7% 14 67% 10 0.0228 13Quality of County arts/cultural programs 7% 15 73% 8 0.0184 14Quality of County's library system 17% 10 91% 2 0.0153 15

Note: The I-S Rating is calculated by multiplying the "Most Important" % by (1-'Satisfaction' %)

Most Important %: The "Most Important" percentage represents the sum of the first, second, third and fourth

most important responses for each item. Respondents were asked to identify

the items they thought were most important.

Satisfaction %: The "Satisfaction" percentage represents the sum of the ratings "4" and "5" excluding 'don't knows.'

Respondents ranked their level of satisfaction with the each of the items on a scale

of 1 to 5 with "5" being very satisfied and "1" being very dissatisfied.

© 2018 DirectionFinder by ETC Institute




Code Enforcement

Category of Service

Most Important

%

Most Important

RankSatisfaction

%Satisfaction

Rank


RatingI-S Rating

Rank

Very High Priority (IS >.20)

Enforcing construction site conditions 56% 1 50% 3 0.2775 1Enforcing noise regulations 51% 2 46% 4 0.2749 2


Enforcing exterior maint. of business property 38% 3 62% 1 0.1459 3Enforcing exterior maint. of residential property 34% 4 61% 2 0.1330 4


Most Important %: The "Most Important" percentage represents the sum of the first and second










Public Works

Category of Service

Most Important

%

Most Important

RankSatisfaction

%Satisfaction

Rank


RatingI-S Rating

Rank

Very High Priority (IS >.20)

Maintenance of major streets in Arlington County 60% 1 64% 7 0.2167 1


Maintenance of streets in your neighborhood 30% 2 63% 8 0.1092 2

Medium Priority (IS <.10)

Maintenance of public sidewalks 20% 3 59% 9 0.0828 3Snow removal on neighborhood streets/trails 12% 7 55% 10 0.0554 4Adequacy of street lighting in your neighborhood 15% 6 68% 5 0.0470 5Cleanliness of County streets/other public areas 18% 4 77% 3 0.0419 6Snow removal on major County Streets 15% 5 77% 4 0.0352 7Adequacy of street lighting in commercial areas 6% 8 79% 1 0.0120 8Mowing/trimming along County streets/public areas 3% 9 67% 6 0.0099 9Maintenance of County buildings 2% 10 78% 2 0.0044 10


Most Important %: The "Most Important" percentage represents the sum of the first, second, and third










Public Safety

Category of Service

Most Important

%

Most Important

RankSatisfaction

%Satisfaction

Rank


RatingI-S Rating

Rank

Medium Priority (IS < .10)

Overall quality of local police service 64% 1 86% 2 0.0889 1County's efforts to prevent crime 38% 3 82% 3 0.0682 2Quality of local fire & emergency medical services 54% 2 92% 1 0.0430 3Enforcement of local traffic laws 10% 4 68% 6 0.0314 4Police Dept's proactive community engagement efforts 9% 5 72% 5 0.0260 5Enforcement of parking regulations 4% 6 59% 7 0.0168 6Quality & effectiveness of Fire Dept's community outreach 3% 7 76% 4 0.0077 7










ETC Institute (2018) 2


Parks, Recreation, Sports & Arts

Category of Service

Most Important

%

Most Important

RankSatisfaction

%Satisfaction

Rank


RatingI-S Rating

Rank


Efforts to preserve nature in the County 33% 3 70% 7 0.0993 1Maintenance of County parks 52% 1 85% 2 0.0779 2Walking and biking trails in the County 42% 2 86% 1 0.0582 3Off-leash dog areas (community canine areas) 8% 6 60% 12 0.0320 4Recreation programs 9% 5 73% 5 0.0251 5Indoor swimming pools 7% 7 63% 11 0.0244 6Outdoor athletic fields 10% 4 80% 3 0.0190 7Fees charged for programs 4% 10 64% 9 0.0151 8Sports programs 5% 9 72% 6 0.0146 9Visual/performing arts programming/facilities 4% 11 63% 10 0.0144 10Community and nature centers 6% 8 76% 4 0.0142 11Special events sponsored by the County 3% 12 69% 8 0.0093 12












Library Services

Category of Service

Most Important

%

Most Important

RankSatisfaction

%Satisfaction

Rank


RatingI-S Rating

Rank


Depth and range of adult collections 43% 1 86% 3 0.0603 1Depth and range of eBooks/audio/digital magazines 18% 4 73% 10 0.0491 2Depth and range of youth collections 22% 3 79% 5 0.0458 3Programs for youth & families 12% 6 69% 13 0.0369 4Hours libraries are open 17% 5 79% 7 0.0351 5Wait times for materials 9% 8 70% 12 0.0255 6Library facilities 22% 2 89% 2 0.0246 7Depth and range of databases 8% 9 76% 9 0.0190 8Computer/technology classes 4% 12 61% 14 0.0164 9Programs for adults 5% 10 70% 11 0.0135 10Customer service effectiveness of in-person services 10% 7 91% 1 0.0086 11Study & relaxation spaces 4% 11 82% 4 0.0077 12

Public meeting spaces 3% 13 79% 6 0.0067 13Notifications about what's happening in library 3% 14 76% 8 0.0065 14












Transportation


Important %

Most Important

RankSatisfaction

%Satisfaction

Rank


RatingI-S Rating

Rank


Ease of traveling within Arlington County 46% 1 71% 3 0.1334 1Ease of travel from Arlington Co. to other areas 29% 2 65% 7 0.1015 2


Quality of Metro rail services in Arlington 26% 3 63% 10 0.0977 3Pedestrian safety in your neighborhood 17% 4 71% 4 0.0493 4Availability of sidewalks 14% 5 69% 5 0.0434 5Quality of Metro bus services in Arlington 11% 6 65% 6 0.0399 6Quality of Arlington's public transit system (ART) 10% 8 64% 9 0.0342 7Availability of bike trails and bike lanes 11% 7 72% 1 0.0314 8Pedestrian safety in other areas of the County 7% 9 65% 8 0.0249 9Availability of transportation for persons with disabilities 5% 11 55% 12 0.0243 10Bicycle safety in your neighborhood 6% 10 61% 11 0.0228 11Availability of bikeshare 1% 12 72% 2 0.0022 12




the items they thought should receive the most emphasis over the next two years.








Health and Human Services

Category of Service

Most Important

%

Most Important

Rank Satisfaction %Satisfaction

Rank


RatingI-S Rating

Rank


Efforts to preserve/increase affordable housing 23% 4 34% 8 0.1492 1Efforts to help people on lower fixed incomes to meet their basic needs/achieve economic security 24% 3 44% 5 0.1338 2Efforts to promote availability/accessibility/quality of affordable child care 17% 6 32% 9 0.1142 3Efforts to enable senior adults to age in place in Arlington 25% 2 59% 2 0.1037 4Efforts to increase equitable access to health care 18% 5 41% 6 0.1033 5

Medium Priority (IS <.10)Efforts to combat opioid addiction 11% 9 39% 7 0.0695 6Efforts to enable people with mental/developmental/substance abuse needs to thrive in community 12% 8 49% 4 0.0612 7Efforts to promote positive physical & mental health for infants, children & youth 13% 7 54% 3 0.0575 8Cleanliness/safety of food in restaurants 32% 1 87% 1 0.0413 9












Utility Services


Important %

Most Important

RankSatisfaction

%Satisfaction

Rank


RatingI-S Rating

Rank


Drinking water services 61% 1 82% 5 0.1091 1


Residential trash collection services 55% 2 89% 1 0.0609 2Stormwater management services 16% 5 73% 6 0.0424 3Wastewater treatment services 21% 4 83% 4 0.0364 4Curbside recycling services 24% 3 86% 2 0.0336 5Yardwaste removal services 3% 6 85% 3 0.0048 6











Importan


Importance-Satisfaction Matrix Analysis The Importance-Satisfaction rating is based on the concept that public agencies will maximize overall customer satisfaction by emphasizing improvements in those areas where the level of satisfaction is relatively low and the perceived importance of the service is relatively high. ETC Institute developed an Importance-Satisfaction Matrix to display the perceived importance of major services that were assessed on the survey against the perceived quality of service delivery. The two axes on the matrix represent Satisfaction (vertical) and relative Importance (horizontal). The I-S (Importance-Satisfaction) matrix should be interpreted as follows.

Continued Emphasis (above average importance and above average satisfaction). This area shows where the County is meeting customer expectations. Items in this area have a significant impact on the customer’s overall level of satisfaction. The County should maintain (or slightly increase) emphasis on items in this area.

Exceeding Expectations (below average importance and above average satisfaction).

This area shows where the County is performing significantly better than customers expect the County to perform. Items in this area do not significantly affect the overall level of satisfaction that residents have with County services. The County should maintain (or slightly decrease) emphasis on items in this area.

Opportunities for Improvement (above average importance and below average

satisfaction). This area shows where the County is not performing as well as residents expect the County to perform. This area has a significant impact on customer satisfaction, and the County should DEFINITELY increase emphasis on items in this area.

Less Important (below average importance and below average satisfaction). This

area shows where the County is not performing well relative to the County’s performance in other areas; however, this area is generally considered to be less important to residents. This area does not significantly affect overall satisfaction with County services because the items are less important to residents. The agency should maintain current levels of emphasis on items in this area.

Matrices showing the results for Arlington County are provided on the following pages.



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Opportunities for Improvement

2018 Arlington County DirectionFinder Importance-Satisfaction Assessment Matrix

-Overall-(points on the graph show deviations from the mean importance and satisfaction ratings given by respondents to the survey)

mean importance

Importance RatingLower Importance Higher Importance

lower importance/higher satisfaction higher importance/higher satisfaction

lower importance/lower satisfaction higher importance/lower satisfaction

Exceeded Expectations

Less Important

Continued Emphasis

Source: ETC Institute (2018)

Management of trafficflow on County streets

Maintenance of County streets

Efforts to help preserve/protect environmentQuality of County's human services

Emergency preparedness services

Enforcement of codes and ordinances

Quality of County parks & recreation programs

Water/wastewater services Police services

Effectiveness of communication with public

Quality of stormwater runoff system

Customer service from County employees

Fire/emergency medical/ambulance services

Quality of arts/cultural programs

Quality of library system



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mean importance





Less Important

Continued Emphasis


-Code Enforcement-(points on the graph show deviations from the mean importance and satisfaction ratings given by respondents to the survey)

Enforcing noise regulations

Enforcing construction site conditions

Enforcing exterior maintenance of residential property

Enforcing exterior maintenanceof business property




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mean importance





Less Important

Continued Emphasis


-Public Works-(points on the graph show deviations from the mean importance and satisfaction ratings given by respondents to the survey)

Maintenance of major streets in Arlington County

Snow removal on neighborhood streets

Maintenance of streets your neighborhood

Maintenance of public sidewalks

Mowing/trimming along County streets/public areas

Cleanliness of County streets/other public areas

Adequacy of street lighting in commercial areas

Maintenance of County buildings

Adequacy of street lighting in your neighborhood

Snow removal on major County streets




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mean importance





Less Important

Continued Emphasis


-Public Safety-(points on the graph show deviations from the mean importance and satisfaction ratings given by respondents to the survey)

The County's efforts to prevent crime

Enforcement of local traffic laws

Overall quality of local police service

Enforcement of parking regulations


Quality of local fire & emergency medical services

Quality & effectiveness of Fire Dept's community outreach

Police Dept's proactive community engagement efforts



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mean importance





Less Important

Continued Emphasis


-Parks, Recreation, Sports and Arts-(points on the graph show deviations from the mean importance and satisfaction ratings given by respondents to the survey)

Maintenance of County parksWalking & biking trails

Indoor swimming pools

Fees charged for programs

Outdoor athletic fields

Visual/performing arts programming/facilites

Recreation programs

Community and nature centers

Efforts to preserve nature in the County

Off-leash dog areas

Special events sponsored by the County

Sports programs




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mean importance





Less Important

Continued Emphasis


-Library Services-(points on the graph show deviations from the mean importance and satisfaction ratings given by respondents to the survey)

Hours libraries are open

Computer technology classes

Programs for adults

Notifications about what's happening in library

Customer service effectiveness of in-person services


Library facilities

Depth and range of adult collections

Study & relaxation spaces

Depth and range of youth collections Public meeting spaces

Depth and range of databases Depth and range of eBooks/audio/digital magazines

Wait times for materials

Programs for youth & families



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mean importance





Less Important

Continued Emphasis


-Transportation Services-(points on the graph show deviations from the mean importance and satisfaction ratings given by respondents to the survey)

Availability of sidewalks

Pedestrian safety in your neighborhood

Ease of traveling within Arlington County

Quality of Metro rail services

Ease of travel from Arlington to other areasPedestrian safety in other areas of the county

Availability of bike trails and bike lanes

Quality of Arlington's public transit system (ART)

Availability of transportation for persons with disabilities


Availability of bikeshare

Quality of Metro bus services

Bicycle safety in your neighborhood



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mean importance





Less Important

Continued Emphasis


-Health and Human Services-(points on the graph show deviations from the mean importance and satisfaction ratings given by respondents to the survey)

Cleanliness/safety of food in restaurants

Efforts to preserve/increase affordable housing


Efforts to enable senior adultsto age in place in Arlington

Efforts to promote positive physical & mental health for infants, children & youth

Efforts to enable people with mental/developmental/substance

abuse needsto thrive in community

Efforts to help people on lower fixed incomes to meet their basic needs/achieve economic securityEfforts to increase equitable access to health care

Efforts to combat opioid addiction

Efforts to promote availability/accessibility/quality of affordable child care



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mean importance





Less Important

Continued Emphasis


-Utility Services-(points on the graph show deviations from the mean importance and satisfaction ratings given by respondents to the survey)

Drinking water servicesWastewater treatment services

Curbside recycling services Yardwaste removal services

Residential trash collection services


Stormwater management services



section 4: importance-satisfaction analysis · note: the i-s rating is calculated by multiplying...

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