A Comparison Of Approaches To Importance-Performance Analysis
Donald R. BaconUniversity of Denver
Importance-Performance Analysis (IPA) has been a popular tool for understanding customer satisfaction and prioritising service quality improvements since Martilla and James (1977) first demonstrated this simple technique over 25 years ago. In a typical IPA, mean customer ratings of importance and performance across several attributes are plotted against each other and the resulting importance-performance (IP) space is divided into four quadrants. For example, Figure 1shows selected data from a traditional IPA analysis in a business-to-business context (a market research firm), while...