In an attempt to understand whether Amex is delivering value to its customers management commissioned a CVA study in which customers and prospects rate Amex, Visa, and MasterCard on a number of salient attributes/features. The CVA study also included a self-explicated section in order to calibrate importance weights for the various attributes and feature levels. Based on the information provided, determine whether Amex is delivering value and any recommendations to the management team. Refer to the following when making your post in the Community discussion and bring it with you for discussion during the live session.

Amex actual annual/service fees are $100.00 whereas Visa/MC average around $25.00. Would this change your recommendation?

			Performance Scores (1-10)
	Importance	Weights	Visa/MC	AMEX
Quality Attributes	0.8
Acceptance		0.3	10	7
Rewards		0.2	7	9
Billing		0.1	7	9
Security		0.2	8	9
Brand Image		0.2	7	10
Price Attributes	0.2
Annual Fee		0.8	10	5
Service Fee		0.2	9	6