The Performance-Importance Response Function: Observations and Implications

Keywords

importance-performance analysis (IPA), performance–importance relationship, service quality prioritization

Abstract

Services and products possess various attributes, some being more important than others. Importance-Performance Analysis (IPA) is a technique for prioritising attributes based on measurements of performance and importance. A weakness of IPA is that it conceptualises attribute importance as a scalar which is independent of attribute performance. In this article we theorise that importance is not adequately represented as a point estimate, but is a function of performance. When attribute performance changes, importance does also, which can change the relative priority of subsequent improvement efforts. Empirical results are presented which support our theory, The nature of the performance-importance response function is discussed, along with implications. Ideas for future research are also discussed, including application of the findings to quality modelling (SERVQUAL) and other decision support methodologies (Quality Function Deployment and the Analytic Hierarchy Process).

Original Publication Citation

Sampson, S. E. and Showalter, M. J. 1999, “The Importance-Performance Response Function: Observations and Implications,” The Service Industries Journal, Vol. 19, No. 3, (July), pp. 1-25.

Document Type

Peer-Reviewed Article

Publication Date

1999

Publisher

The Service Industries Journal

Language

English

College

Marriott School of Business

Department

Marketing

University Standing at Time of Publication

Full Professor

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