Abstract

Hsin-Hung Wu1*, Yung-Tai Tang2 and Jyh-Wei Shyu3

This study proposes perceived ‘Importance-Performance Analysis’ by simultaneously integrating ‘importanceperformance analysis’ and Kano’s model in identifying key success factors. Kano’s model, which provides a twodimensional view of quality, is a very useful tool to identify which customer requirements of a particular product or service might be more than the proportional satisfaction to customers. Importance-Performance Analysis can be applied to identify the strengths and weaknesses quality attributes from customers’ viewpoints by simultaneously evaluating importance and performance. The proposed perceived Importance-Performance Analysis provides much more useful information that allows the decision maker to classify the quality attributes into different categories and prioritize the importance of these quality attributes for improvement. A case study of a 3C retailer is provided by applying the proposed perceived Importance-Performance Analysis, and as such, the findings based on this proposed method are discussed.