A comparison of methods used to measure the importance of service attributes
Elena Pokryshevskaya and Evgeny Antipov
National Research University Higher School of Economics
Introduction
In order to improve the quality of goods and services, marketers often analyse key drivers of satisfaction and loyalty. Importance–performance analysis (IPA) became a workhorse of modern marketing analysis (Martilla & James 1977). It is usually based on customer satisfaction survey data, which is then plotted on a graph where the horizontal axis represents the importance of every attribute and the vertical axis shows the performance of an attribute. Recent applications of IPA...