Importance-Performance Analysis (IPA): Some Methodological Issues
Abstract
Importance-performance analysis (IPA) is a simple marketing tool commonly used to identify the main strengths and weaknesses of a value proposition. Traditionally, importance-performance analysis is a simple and effective technique that can assist practitioners in identifying improvement priorities for service attributes. However, many issues still exist and are worthy of discussion. The purpose of this paper is to review various service quality measurement models in general and the various methodological issues pertaining to the use of importance-performance analysis in measuring service quality, in particular. In this process, latest developments in the application of IPA in various service contexts has been reviewed and discussed in detail. The review of these issues will assist the future researchers of IPA to get some insights into the use of the tool in various service/strategy contexts.
Authors
Dr C. Madhavaiah, P. Akthar Sulthuna, Tirupati, Irfan Bashir, Syed Irfan Shafi