A comparison of methods used to measure the importance of service attributes

Elena Pokryshevskaya and Evgeny Antipov

National Research University Higher School of Economics


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 include the computer industry (Hu et al. 2009), food service industry (Tzeng & Chang 2011), mobile telecommunications industry (Pezeshki et al. 2009), e-commerce (Pokryshevskaya & Antipov 2012), educational services (Ford et al. 1999), tourism and hospitality industries (Deng 2007; Murdy & Pike 2012; Ziegler et al. 2012).