Customer satisfaction is essential to the long-term success of a firm. When firms' customers are located in geographically dispersed areas, it can be difficult to manage service quality because its relative importance is likely to vary spatially. It is shown how addressing such spatial aspects of satisfaction data can improve management's ability to implement programs aimed at enhancing service quality. Specifically, managers can identify areas of high service responsiveness, that is, areas in which overall satisfaction is low but customers are highly responsive to improvements in service quality. It is estimated the spatial patterns using GWR (geographically weigthed regression), a technique that accounts for spatial dependence in the variables. It is applied this methodology to a large national sample of automobile customers served by a network of dealerships across the United States. The analysis is based on 132085 customers. It is also investigated the extent to which factors related to the physical and psychological landscape explain the importance that people in different regions place on dealership service and vehicle quality. Based on GWR, the results show that there is systematic spatial variability in the pattern of overall satisfaction and the importance placed on its key drivers. Although the specific pattern of regional variation is likely to differ on the basis of the category investigated, the presence of systematic spatial variability should be incorporated in further investigations of satisfaction data. Explicit inclusion of physical and psychological factors explains less than 9 % of the variability in the importance of key drivers. This may be because it was not explicitly incorporated specific mediating mechanisms into the response model. The regional differences in the importance of key drivers and the overall satisfaction patterns enable a firm to identify regions in which it should improve service. The firm can prioritize regions to make investments in improving dealership service.