Application of importance‐performance analysis (IPA) to formulate customer satisfaction strategies in the direct sales industry in Malaysia

Purpose – The purpose of this study is to develop and formulate marketing strategies by utilizing the importance‐performance analysis (IPA) which is an easy‐to‐use analytical technique that offers prescriptions for the management of customer satisfaction. Design/methodology/approach – Based on a survey from 400 direct sales channel customers, the findings suggest that the ratings and rankings of attributes were largely determined by the methods utilized to measure the attributes' importance. Findings – The results of IPA presented by the current investigation reflect that the matrix is sensitive to the importance measure used. Research limitations/implications – This paper focuses on the Malaysian direct sales industry and concentrates only on application of importance‐performance analysis (IPA) to formulate customer satisfaction strategies. Practical implications – The results have important implications for future research directions and business strategy practice. Originality/value – This study is perhaps the first that concentrates on the application of IPA to formulate customer satisfaction strategies in Malaysia.